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RESEARCH PRODUCT

Intention to buy organic food among consumers in the Czech Republic

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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. A survey of 263 consumers was carried out. Several techniques were used to analyse the model, such as descriptive statistics, independent t-test, one-way ANOVA, Pearson correlation, multiple regression analysis, and hierarchical multiple regression analysis. The results show that the proposed model explains 55.2 % of variance of the intention to buy organic food. Furthermore, the findings indicate that only attitudes toward buying and subjective norms are significant predictors of the intention to buy organic food. The variables perceived availability, perceived price, and product knowledge, appeared to be insignificant factors in predicting the dependent variable. Among demographic characteristics only gender was found to affect the intention to buy organic food. Key words: Consumer behaviour, green marketing, organic food, Theory of Planned Behaviour, survey, Czech Republic