This dissertation seeks to analyze the relation between attitudes, purchase intentions and organic food purchase. On the basis of results from a survey conducted with a German sample, it is found that women buy more organic food than men. By analyzing participants’ attitudes, the study reveals that women value satisfaction they get from organic food the most and sensory appeal the least. Indifference toward organic food is rated high and price seems to not to be a barrier. A factor analysis and a subsequent correlation analysis reveal that attitudes, purchase intentions and purchase behavior are intercorrelated. Economic implications and future research are discussed.
Table of Contents
1 Introduction
2 Relevance
3 Literature Review
4 Methodology
5 Results
6 Limitations and Future Research
7 Conclusion
Research Objectives and Core Themes
This thesis aims to investigate the factors that drive individuals in Germany to purchase organic food, specifically examining the interplay between consumer motivations, barriers, attitudes, and actual purchase behavior. The study utilizes a survey-based approach to explore how these psychological constructs correlate with purchase frequency and tests whether purchase intentions act as a mediator between attitudes and behavior.
- Analysis of primary motivations (e.g., health consciousness, environmental protection, animal welfare)
- Identification of barriers to purchase (e.g., price, lack of availability, product appearance)
- Exploration of the "attitude-action gap" in the context of organic food consumption
- Influence of socio-demographic factors on organic purchase frequency
Excerpt from the Book
1 Introduction
Regarding the production and certification of organic food, the European Union (EU) sets “very strict limits on chemical synthetic pesticide and synthetic fertilizer use, livestock antibiotics, food additives [such as flavor enhancers, artificial aromas and colorants], and processing aids and other inputs” (European Commission, 2014, para. 3). Since 2010, every pre-packaged organic product must carry the organic logo of the EU. This logo for organic certification in the EU can be accompanied by other private or national logos (Willer & Lernoud, 2014). In 2001, the German national organic label had been introduced, beside the already existing private organic labels in Germany. The introduction of the national organic label contributes to the trust of consumers in organic food products and a better reputation leading to a reduction in misleading labeling and unfair competition. Still, the organic regulations and their transparency are continuously improved (Federation of the Organic Food Industry, n.d., para. 6).
The Eco-regulation of the EU not only specifies that organic food has to be processed in a way that synthetic pesticides and synthetic fertilizers are not used, but it also regulates that organic farming includes wide crop rotation and enhancement of soil fertility, responsible use of energy and natural resources, maintenance of biodiversity, increase of livestock in free-range and the improvement of specific behavioral needs of animals (European Commission, 2014, para. 3–6).
Summary of Chapters
1 Introduction: Provides an overview of European and German organic certification standards, the history of organic labeling, and the growth of the organic market.
2 Relevance: Discusses the growing importance of organic food research for marketing strategies and consumer decision-making processes.
3 Literature Review: Summarizes previous academic findings regarding primary organic food motivations, barriers, and the socio-demographic characteristics of buyers.
4 Methodology: Outlines the research hypotheses, participant recruitment via social networks, and the structure of the online survey.
5 Results: Presents the statistical data from the survey, including correlation analyses and confirmatory factor analyses of consumer attitudes and intentions.
6 Limitations and Future Research: Discusses the impact of the specific study sample and potential biases that future studies should address.
7 Conclusion: Synthesizes the study results, highlighting the connection between altruistic motivations and purchase behavior while offering economic implications for marketers.
Keywords
Organic food, consumer behavior, purchase intention, attitudes, motives, barriers, Germany, health consciousness, environmental protection, animal welfare, socio-demographics, food safety, sustainable marketing, factor analysis, consumer survey.
Frequently Asked Questions
What is the primary focus of this dissertation?
The dissertation focuses on understanding the underlying motivations and barriers that influence German consumers' decisions to buy organic food, and how these factors relate to their attitudes, intentions, and actual purchasing behavior.
What are the central themes investigated in this study?
The study centers on the relationship between consumer attitudes, purchase intentions, and behavior, while analyzing factors such as health, environmental impact, animal welfare, price, and product availability.
What is the core research objective?
The main objective is to identify how motivations and barriers influence consumer choices and to examine whether purchase intentions act as a mediator between consumer attitudes and actual organic food purchases.
Which scientific methods were employed?
The research uses a quantitative methodology involving an online survey, statistical correlation analyses, and confirmatory factor analyses of 92 survey items to create and test various consumer attitude and intention dimensions.
What does the main body of the work cover?
The main body covers a comprehensive literature review of previous organic food studies, a detailed description of the survey design and participants, and an extensive presentation of statistical results regarding consumer motivations and barriers.
Which keywords best describe this research?
Key terms include organic food, consumer behavior, purchase intention, attitudes, motivations, barriers, sustainability, and consumer demographics.
How does this study contribute to the discussion on price as a barrier?
Contrary to many previous studies that identify price as a major barrier, this study finds that German consumers in the current sample do not perceive price as a significant hindrance to purchasing organic food.
What were the findings regarding gender differences?
The study found that women significantly purchase organic food more frequently than men, suggesting that women may either be the primary shoppers for their households or more concerned with environmental topics.
- Citar trabajo
- Regina Schneider (Autor), 2015, Why do people buy organic? An analysis of the attitudes and intentions toward organic food, Múnich, GRIN Verlag, https://www.grin.com/document/438058
