| dc.description.abstract | 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 | en_US |
