Consumers behaviour of students when shopping for organic food in the Czech Republic

Abstract

Organic farming and organic food are terms that attract the attention of not only farmers, but also economists. It is paper, which could address many consumers in the future. A healthier way of life is becoming more and more popular. This paper primarily aims to collect basic knowledge of organic farming, organic food and its labelling. Furthermore, according to conducted marketing research (1.289 respondents were addressed in questionnaire survey), it is aim to characterize the factors that influence respondents when buying organic food. Based on the results of research another goal is to identify the main factors that could make the younger generation of Czechs buy organic food more frequently. Then according to the statistical data processing this paper aims to formulate recommendations to producers and traders of organic products to entice young people to become customers of this article for many years. Next goal is to compare the results with some other European countries. Interesting relationship between frequency of organic food purchases and other indicators will be assessed by using analysis of contingency tables. An intention is also to identify the target group for marketing strategies. What the respondents most often link with various organic labelling will be identified by using correspondence analysis of monitored data and better flows of information will be proposed.It is clear from the research that organic food is most often bought by women and respondents with higher level of household life. It is purchased mainly fruit and vegetables, as well as dairy products. Respondents mostly make their purchases of organic food in hypermarkets and supermarkets. In addition to the primary reason of disinterest in buying organic food, which is the price, respondents also don’t believe that organic food is better than conventional food and it is not attractive for them.

What Influences the Sustainable Food Consumption Behaviours of University Students? A Systematic Review

“…A higher proportion of students already consume organic food, with reports of frequent consumption ranging from 44% [ 57 ] to 89%, [ 58 ]; seasonal and local food products, reported as the top SFC behaviours by Kamenidou et al [ 51 ] with mean scores of 5.46 and 5.10 out of 7, respectively; avoid some meats (47.4%) [ 26 ] or avoided plastic bottled water (34%) [ 47 ]. This contrasts with the relatively lower prevalence of self-declared “flexitarians” (15.4%) [ 33 ], “pescovegetarians” (11.6%) [ 33 ], “semi-vegetarians,” 6% [ 29 ] to 12.1% [ 33 ], vegetarians, ranging from 3.9% [ 26 ] to 25% [ 59 ], and vegans, ranging from 0.4% [ 26 ] to 1.8% [ 59 ].…”

“…Six studies were focused on consumption of organic food (OF) [ 32 , 34 , 40 , 57 , 58 , 60 ]. Three articles reported that knowledge and attitudes about OF had a positive relationship with the purchase and consumption of these foods (Correlation coefficients (r) between 0.24 and 0.28) [ 32 , 34 , 58 ].…”

Comparison of Consumer Behavior of Slovaks and Czechs in the Market of Organic Products by Using Correspondence Analysis

“…It must address especially young people to buy organic food more and more frequently, because young people are potential customers for many years (Zámková, Prokop, 2013).…”

The determinants of consumer behaviour of students from Brno when purchasing organic food

“…As a result, the behaviour of the younger generation, which will very quickly be of productive age and become the new purchasing force, has received little investigation. In the Czech Republic, it is more obvious, because there has only been one study on the behaviour of this sector (see Zámková and Prokop, 2013). For this reason, we decided to focus our research on identifying the factors behind the consumer behaviour of the younger generation.…”