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Author
Pilelienė Lina (Vytautas Magnus University, Lithuania), Tamulienė Vilma (Vilnius Gediminas Technical University, Lithuania)
Title
Consumer Attitudes and Behavior Towards Organic Products : Evidence from the Lithuanian Market
Source
Journal of Entrepreneurship, Management and Innovation (JEMI), 2021, vol. 17, nr 1, s. 269-299, tab., aneks, bibliogr. s. 291-296
Issue title
Exploring the Link Between Entrepreneurial Capabilities, Cognition, and Behaviors
Keyword
Decyzje konsumenckie, Zachowania konsumenta, Preferencje konsumenta, Produkty ekologiczne, Świadomość ekologiczna
Consumer decision, Consumer behaviour, Consumer preferences, Ecological product, Ecological awareness
Note
JEL Classification: L66, M31
streszcz., summ.
Country
Litwa
Lithuania
Abstract
Cel: Artykuł analizuje postawy konsumentów i związane z nimi zachowania wobec produktów ekologicznych oraz określa czynniki wpływające na stosunek konsumentów do produktów ekologicznych i wybory konsumentów litewskich. Metodyka: Dotychczasowe prace naukowe są analizowane i uogólniane w celu naukowego uzasadnienia badań. Przeprowadzono badanie ankietowe w celu zatwierdzenia teoretycznie ustalonych czynników na litewskim rynku produktów ekologicznych. Kwestionariusz składa się z 23 stwierdzeń reprezentujących osiem ukrytych zmiennych: sześć możliwych powodów wyboru produktu ekologicznego (kwestie zdrowotne; troska o środowisko; bezpieczeństwo i jakość żywności; przyczyny ekonomiczne; przyczyny społeczne; przyczyny psychologiczne) oraz dwa możliwe wyniki (intencje wyboru produktów ekologicznych; rzeczywiste zakupy produktów ekologicznych). Wyniki badania oparto na odpowiedziach 269 respondentów reprezentujących populację czterech największych miast Litwy. Wyniki: Wyniki wskazują na strukturalne różnice między teorią a jej zastosowaniem na rynku litewskim; dlatego czynniki są przywracane. Wyniki badań wskazują na wysoki poziom świadomości ekologicznej litewskich konsumentów; również chęć dzielenia się informacjami dotyczącymi zagadnień środowiskowych z przyjaciółmi; oraz aktywne zaangażowanie w dzielenie się informacjami o kwestiach związanych ze środowiskiem. Jednak świadomość konsumentów dotycząca związku między produktami ekologicznymi a problemami zdrowotnymi i jakością jest niższa, co wskazuje na konieczność zarządzania. Ponadto konsumenci nie są zgodni co do tego, że produkty ekologiczne muszą być droższe; nie zamierzają płacić za nie wyższej ceny. Wyniki badań pokazują, że litewscy konsumenci nie wybierają często produktów ekologicznych, a także nie wykazują zachowań zgodnych (wynikających z zakupów produktów ekologicznych). Implikacje dla teorii i praktyki: Wyniki badań umożliwiają sformułowanie jasnych ram dotyczących postaw i zachowań litewskich konsumentów wobec produktów ekologicznych. Ustalone czynniki wpływające na postawy i zachowania konsumentów można dalej badać i modelować zgodnie z różnymi sytuacjami rynkowymi. Oryginalność i wartość: W oparciu o wyniki firmy mogą opracować skuteczne strategie marketingowe promujące postawy i zachowania konsumentów w określony sposób. (abstrakt oryginalny)

Purpose: The paper analyzes consumer attitudes and related behavior towards organic products and determines the factors affecting consumer attitudes towards organic products andLithuanian consumers' choices. Methodology: Previous scientific works are analyzed and generalized in order to provide scientific substantiation for the research. A questionnaire survey is provided in order to approve the theoretically established factors in the Lithuanian market of organic products. The questionnaire is comprised of 23 statements representing eight latent variables: six possible reasons for the choice of an organic product (health issues; environmental concerns; food safety and quality; economic reasons; social reasons; psychological reasons) and two possible outcomes (intentions to choose organic products; actual organic product purchases). The survey results are based on the answers of 269 respondents representing the population of the four biggest cities in Lithuania. Findings: The results indicate the structural differences between theory and its application for the Lithuanian market; therefore, the factors are reestablished. The research results show the high level of Lithuanian consumers' environmental consciousness; also, a willingness to share information relating to environmental issues with friends; and active engagement in sharing information about environmentally related issues. However, consumer awareness of the relationship between organic products, and health and quality issues is lower, indicating the necessity to be managed. Also, consumers do not express high agreement that organic products have to be more expensive; they do not intend to pay a higher price for them. Research results show that Lithuanian consumers do not choose organic products often and they also do not express conformable behavior (resulting from organic product purchases). Implications for theory and practice: The research results enable the ability to compose a clear framework of Lithuanian consumer attitudes and behavior towards organic products. The established factors affecting consumer attitudes and behavior can be further explored and modeled according to different market situations. Originality and value: Based on the results, companies can elaborate on effective marketing strategies fostering consumer attitudes and behavior in a particular way. (original abstract)
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ISSN
2299-7075
Language
eng
URI / DOI
https://doi.org/10.7341/20211719
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