Organic food buying behavior of low income consumers with high education : focus on students in Turku
Nguyen, Anh (2016)
Turun ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120719316
https://urn.fi/URN:NBN:fi:amk-2016120719316
Tiivistelmä
Purpose: This thesis examines how many low income consumers with high education buy organic food and what motivates them to buy.
Methodology: This thesis applies sequential exploratory method design, that is, both qualitative data collection and quantitative data collection are used.
Findings: 98% of respondents buy organic food. Majority of respondents, who buy organic food, consider themselves as being ethical and were interested in ethical issues. Self-identity plays more remarkable role than subjective norm in organic food purchase among the respondents, that is low income with high education. Food safety concern is the most important factor which motivates respondents to buy organic food, followed by environmental concern. Healthy eating and animal welfare concern are also found to affect organic food purchases. Appearance concern, however, has the least impact to the organic food consumption among the low income consumers with high education. The high price of organic food is bigger barrier of organic food consumption than the availability of organic food. Furthermore, organic egg is the most popular bought organic food, followed by organic banana, organic milk and organic carrot.
Research limitations: The sample may have been partly biased and the questionnaire had some weaknesses.
Methodology: This thesis applies sequential exploratory method design, that is, both qualitative data collection and quantitative data collection are used.
Findings: 98% of respondents buy organic food. Majority of respondents, who buy organic food, consider themselves as being ethical and were interested in ethical issues. Self-identity plays more remarkable role than subjective norm in organic food purchase among the respondents, that is low income with high education. Food safety concern is the most important factor which motivates respondents to buy organic food, followed by environmental concern. Healthy eating and animal welfare concern are also found to affect organic food purchases. Appearance concern, however, has the least impact to the organic food consumption among the low income consumers with high education. The high price of organic food is bigger barrier of organic food consumption than the availability of organic food. Furthermore, organic egg is the most popular bought organic food, followed by organic banana, organic milk and organic carrot.
Research limitations: The sample may have been partly biased and the questionnaire had some weaknesses.