Consumer Attitude and Behaviour towards organic food in Germany
Huynh Thi, Ai Nhu (2015)
Arcada - Nylands svenska yrkeshögskola
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015102915784
https://urn.fi/URN:NBN:fi:amk-2015102915784
Tiivistelmä
This thesis was a study on the topic of consumer behavior and attitude concerning organic food in Germany. The purpose of this research paper is to present an overall view of German organic food market and to discover consumer’s behavior and attitude towards organic food.
In the process, the study sought to understand the main external and internal social factors that influence purchase behavior, consumer decision making process, and explore organic consumer profile. The result also presented the factors that motivate organic food consumption as well as the barriers that limit the growth of organic sales. To fulfill the research objectives, primary and secondary data collection methods were utilized. The main sources of secondary data were collected from different online sources such as reports, surveys, websites of Research Institutes, published books, online journals and papers. The primary data was gained by utilizing quantitative method of structured questionnaire that was published online.
The study demonstrated that intentions to buy organic food are relatively high and consumers’ attitudes towards organic products are generally positive. By the end of this research, it was possible to understand the overall picture of Germany’s organic food market.
In the process, the study sought to understand the main external and internal social factors that influence purchase behavior, consumer decision making process, and explore organic consumer profile. The result also presented the factors that motivate organic food consumption as well as the barriers that limit the growth of organic sales. To fulfill the research objectives, primary and secondary data collection methods were utilized. The main sources of secondary data were collected from different online sources such as reports, surveys, websites of Research Institutes, published books, online journals and papers. The primary data was gained by utilizing quantitative method of structured questionnaire that was published online.
The study demonstrated that intentions to buy organic food are relatively high and consumers’ attitudes towards organic products are generally positive. By the end of this research, it was possible to understand the overall picture of Germany’s organic food market.