MARKETING RESEARCH OF STUDENTS' ATTITUDE TO ORGANIC FOOD
DOI:
https://doi.org/10.37332/2309-1533.2020.3-4.19Keywords:
Key words, organic food products, student segment of consumers, attitude to organic products, motives of consumer behaviour, hierarchy of factors.Abstract
Penkova O.H., Kharenko A.O., Lementovska V.A. MARKETING RESEARCH OF STUDENTS' ATTITUDE TO ORGANIC FOOD
Purpose. The aim of the article is identification and ranking of factors that determine the attitude of the student segment of consumers to organic food.
Research methodology. The article uses general scientific and marketing research methods. In particular, systematic analysis and a comprehensive approach, as well as methods of collecting qualitative data such as focus groups and in-depth interviews, are used to identify the factors that determine the attitude of the student segment of consumers to organic food. Ranking of factors is performed by collecting quantitative data by questionnaires and processing the results by the arithmetic weighted average.
Findings. The list of the main factors that potentially influence the attitude of student youth to organic food is determined. Using a questionnaire survey, the strength of the influence of individual factors on the desire to purchase organic food is assessed using a hierarchical rating scale. It is found that the vast majority of respondents determined the price and income level as the most significant factors.
Confidence in the “organic” of products is the third most important in the decision to purchase organic food, which is determined by domestic specifics, namely the presence on the market of counterfeit products of unscrupulous producers. It has been established that the factors of concern for one's own health and ecology, which are of paramount importance for consumers in the developed countries of the world, are of secondary importance for the surveyed student youth. It is stated that domestic producers of organic food to successfully promote their products in this market segment need to adjust their own marketing systems.
Originality. The main factors that define the attitude to organic food of the student segment of consumers and their hierarchical ranking depending on the strength of influence are determined.
Practical value. The identified main factors influencing the formation of students' attitudes to organic food allow domestic producers to adjust the marketing mix for this segment of consumers.
Key words: organic food products, student segment of consumers, attitude to organic products, motives of consumer behaviour, hierarchy of factors.
References
Apaolaza, V. et al. (2017), “Eat organic – Feel good? The relationship between organic food consumption, health concern and subjective wellbeing”, Food Quality and Preference, Vol. 63, pp. 51-62, available at: https://isiarticles.com/bundles/Article/pre/pdf/127528.pdf (access date April 30, 2020).
Ludviga, I., Ozolina, D. and Afonina, L. (2012), “Consumer Behaviour and Values Driving Organic Food Choice in Latvia: A Means-End Chain Approach”, Contemporary Issues in Business, Management and Education, available at: https://www.researchgate.net/publication/269079357_Consumer_Behaviour_And_ Values_Driving_Organic_Food_Choice_In_Latvia_A_Means-End_Chain_Approach (access date April 30, 2020).
Soler, F., Gil, J.M. and Sanchez, M. (2002), “Consumers’ acceptability of organic food in Spain: results from an experimental auction market”, British Food Journal, Vol. 104(8), pp. 670-687.
Aertsens, J., Verbeke, W., Buysse, J. and Huylenbroeck, G. (2011), “The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food”, British Food Journal, Vol. 113(11), pp. 1353-1378.
Hoek, A.C. et al. (2017), “Healthy and environmentally sustainable food choices: Consumer responses to point-of-purchase actions”, Food Quality and Preference, Vol. 58, pp. 94-106.
Magnusson, M.K., Arvola, A., Hursti, U. et al. (2003), “Choice of organic food is related to perceived consequences for human health and to environmentally friendly behavior”, Appetite, Vol. 40(2), pp. 109-117.
Curl, C.L., Beresford, S.A.A., Hajat, A. et al. (2013), “Associations of Organic Produce Consumption with Socioeconomic Status and the Local Food Environment: Multi-Ethnic Study of Atherosclerosis (MESA)”, PLoS ONE, no. 8(7), available at: https://pubmed.ncbi.nlm.nih.gov/23936098/ (access date April 30, 2020).
Underhill, S.E. and Figueroa, E.E. (1996), “Consumer Preferences for Non–Conventional Grown Produce”, Journal of Food Distribution Research, Vol. 27(2), pp. 1-11.
Regine, K.M. (2011), “Generation Y Consumer Choice for Organic Foods”, Journal of Global Business Management, Vol. 7(1), pp. 1-13.
Padel, S. and Foster, C. (2005), “Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food”, British Food Journal, Vol. 107(8), pp. 606-625.
Zanoli, R. and Naspetti, S. (2002), “Consumer Motivations in the Purchase of Organic Food”, British Food Journal, Vol. 104(8), pp. 643-653.
Zagata, L. (2012), “Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic”, Appetite, Vol. 59, no. 1, pp. 81-89.
Trento, L., Goecks, L.S., Souza, M. and Dauer, M. (2018), “Factors that influence the consumption of organic foods”, 7th International Workshop. Advances in Cleaner Production (Barranguilla-Colombia, 22 June 2018), available at: https://www.researchgate.net/publication/326304699_Factors_that_influence_the_ consumption_of_organic_foods (access date April 30, 2020).
Ataseven, Y. and Olhan, E. (2019), “Factors affecting organic food consumption: A case study of Ankara”, Journal of environmental protection and ecology, Vol. 20(1), pp. 196-205.
Ovchar, O.V. (2014), “Social and psychological factors of consumption behavior”, Nauka i osvita, no. 9, pp. 159-163.
Downloads
Published
Issue
Section
License
Open-access articles (open-access journals)
Authors whose articles are published in open-access retain all rights to the content of the articles.
Open access articles are committed to be published under Creative Commons Attribution (CC BY) 4.0. This license allows others to distribute, edit, correct and build upon your work, even commercially, as long as they indicate your authorship. Detailed information at Creative Commons site: https://creativecommons.org/licenses/by/4.0/
Permissions for open-access journals
If the article is published in open-access under CC BY 4.0 or CC BY-NC 4.0 (which was possible till the 15th of December, 2018) licenses, users may reproduce it in accordance with their terms.
Additionally, if the article had been published under CC BY-NC 4.0 (this license authorizes others to download your works and share them with others as long as they indicate your authorship, but they can’t use them commercially in any case.), the use for the following commercial purposes requires permission:
– reproduction of content in a work or product intended for sale;
– reproduction in presentations, brochures or other marketing materials used for commercial purposes;
– distribution of the content to promote or market a person, product, course, service or organization;
– text and data mining for the purpose of creating a saleable product or product which benefits from promotional or advertising revenue;
– use of the content by a commercial entity or individual for the purposes of remuneration, directly or indirectly through sale, licensing, promotion or advertising;
– linking to the content (in an email, webpage, portable electronic device or otherwise) for the specific purpose of marketing or advertising a person, product, course, service or organization for commercial benefit.
For further details and permission requests, please contact.
