| Autor: |
Cerin, Antonela, Prodan, Marina Perišić, Tanković, Ana Čuić |
| Předmět: |
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| Zdroj: |
Proceedings of the International Scientific Conference, Juraj Dobrila University of Pula, Department of Economics & Tourism 'Dr. Mijo Mirkovic'; 2022, p403-419, 17p |
| Abstrakt: |
Organic products have become more present on the market in recent years and often stand out as healthier and of better quality compared with conventional products. The growing trend in the organic products market can be attributed to the increasing consumer awareness of organic food and cosmetics and to the frequency of critical thinking about product quality. The objective of this study is to empirically identify the factors that influence the intention to purchase organic products. The study aims to process the mentioned factors and analyse consumer behaviour in the context of organic food. An analysis of previous research was conducted, and data was collected through an online survey. In addition to consumer preferences for purchasing organic food, consumer attitudes towards organic food were also examined using correlation analysis. The research results, although of indicative nature only, show that the respondents have a predominantly positive attitude towards organic foods, which is why they express their intention to buy them in the future. The intention to purchase organic products depends on consumers' attitudes, subjective norms, health effects of organic foods, perceived behavioural control, and consumers' level of knowledge about organic foods. This study contributes to consumer behaviour theory, while the practical contribution of the study is that it provides a clear understanding of behavioural intentions that facilitate marketing managers in developing effective strategies to meet consumer expectations. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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