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Describing the purchasing intention: For Swedish consumers regarding organic products
University of Skövde, School of Business.
University of Skövde, School of Business.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Beskrivning av köpintentioner : För svenska konsumenter gällande organiska produkter (Swedish)
Abstract [sv]

Denna uppsats beskriver köpintentionen för ekologiska produkter och hur den kan påverkas. Studien kommer att använda sig utav Theory of Planned Behavior.

Målet med arbetet är att beskriva vad som påverkar en individs köpintention med hjälp av kvalitativ analys av semi-strukturerade intervjuer. Dessutom få en överblick hur ålder påverkar köpintentionen. Detta är ett aktuellt ämne och flertalet studier har gjorts kring ekologiska produkter men det finns utrymme för att komplettera med studier som riktar sig mot den svenska marknaden. Det finns anmärkningsvärt få kvalitativa studier som har gjorts på detta område och denna studie hjälper till att utjämna den obalansen.

Individers köpintention i denna studie var inte huvudsakligen driven av medvetenhet kring sin hälsa. Istället var det aspekten miljö som gjorde konsumenterna mer benägna att köpa ekologiska produkter. Detta motsäger föregående studier inom detta ämne. Det som regelbundet förhindrade köpintentionen var det högre priset på ekologiska produkter, vilket var ett förväntat resultat.

Abstract [en]

This paper describes the purchasing intention of organic products and how they can be affected, this will be done with the help of the Theory of Planned Behavior.

The goal of this study is to describe what affects an individual's purchasing intentions with the help of a qualitative analysis of interviews as well as provide an overview of how age affects the purchasing intention. This is a contemporary subject and many studies have been done in this area, there is however need for additional studies to make these concepts more applicable to a Swedish market. Additionally, there is a distinct lack of qualitative studies in this subject and therefore this thesis contributes to the study field.

The individuals purchasing intention in our study were not mainly driven by health consciousness by the consumer. Instead, our respondents were more prone to purchase organic products due to environmental concerns. This contradicts many previous studies done in this field. What frequently inhibited the purchasing intention was the higher pricing of organic products, this is an anticipated result.

Place, publisher, year, edition, pages
2020. , p. 87
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-18724OAI: oai:DiVA.org:his-18724DiVA, id: diva2:1450159
Subject / course
Business Administration
Educational program
Business Administration and Economics - Study Programme
Supervisors
Examiners
Available from: 2020-07-01 Created: 2020-07-01 Last updated: 2020-07-01Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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