This thesis focuses on consumer behaviour related to organic food. The aim of the thesis is to investigate and understand the drivers of the purchasing pattern and thereby derive a strategy for marketing and selling organic food. Prior studies show that the motivation for buying organic food seems to vary substantially from individual to individual and is often driven by availability of organic products in the stores. Most consumers associate organic food with being healthy. For this reason, consumers who attach value to living a healthy lifestyle purchase organic food. Particularly households of more than one adult and with children seem to associate organic food with a healthy lifestyle. Therefore, this segment is the primarily purchaser of organic food. The analyses of the consumers are based on an internet survey which among other things describes the consumers’ attitude towards the environment, organic food and their actual knowledge about environmental issues and organic food. It appears that the consumers may be classified into 4 different segments who are involved in each different ways in buying organic food. Also, it seems that there is a connection between the buying frequency, the price, the gender of the consumer and the number of people living together. In addition, there are indications of a connection between the consumer’s attitude towards the environment and how involved they are in the purchasing decision of organic food. Furthermore, it seems that there is a correlation between the age of the consumer, the purchasing frequency and the price elasticity. The consumers do in most cases buy organic because they care about the environment, the nature and animals and for there own wellbeing and health. An analysis of the total effects of what is important for organic food shows that the environmental protection, the consumers’ perception and their attitude has the biggest effect referring to the consumer’s behaviour. Thus, emphasising the environmental benefits of purchasing organic food should be the primary driver behind increasing sale at organic food. However, consumers are relatively price sensitive as most of the consumers do not want to pay more than 20 % extra for their organic food compared to similar conventional products. Price and distribution is therefore important when marketing organic food.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||191|