Intention to buy organic food among consumers in the Czech Republic

2011

Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2011 The purpose of the thesis is to investigate intention to buy organic food. The aim is to examine which determinants influence the intention to buy organic food among consumers in the Czech Republic. Moreover, the study focuses to find out which determinant influences consumers’ intention the most. Based on the Theory of Planned Behaviour (TPB) and literature review a conceptual model was proposed. The model investigates the effect of several independent variables on the intention to buy: attitudes toward buying, subjective norms, perceived price, perceived availability, product knowledge, and demographic characteristics.…