| Abstract [eng] |
The Master's thesis analyses the factors influencing the decision to buy organic food products. The aim of the Master's thesis is to analyse the determinants of the decision to buy organic food and to identify which of these determinants have the greatest impact on consumer choices. Consumers are increasingly interested in healthy eating and environmental protection. The growing consumption of organic food shows that people value its impact not only on health but also on environmental sustainability. Nevertheless, in Lithuania, the culture of organic consumption is still in its infancy, and consumer choices are often constrained by a lack of knowledge about organic production or the higher price of organic products. The study aims not only to identify the main reasons that encourage or discourage the choice of these products, but also to show how these factors vary according to consumer demographics or behavioural characteristics. The work is divided into three main parts. The first part presents the theoretical analysis, the second part presents the methodology and organisation of the study and the third part presents the analysis of the results. The first part of the thesis analyses the theoretical aspects of consumers' decision to buy organic products, and examines the Theory of Planned Behaviour (PET) as one of the main models explaining consumer behaviour. It discusses the consumer's decision-making process, which consists of five stages: need identification, information gathering, evaluation of alternatives, decision making and post-purchase behaviour. It also defines what organic products are, the principles of their production and certification, and the attributes of organic products. This part analyses the factors influencing the decision to buy organic food, divided into internal and external factors. Internal factors include psychological (motivation, perception, learning, beliefs) and personal (age, gender, income, lifestyle) aspects. External factors include culture, subcultures, social classes, family and reference groups. The second part of the paper presents the methodological rationale for the empirical study, the methods of data collection and analysis, and the organisation of the study. Based on the theoretical literature, four hypotheses are put forward. The method of data collection was a quantitative research method, a questionnaire survey of the Lithuanian population. Data analysis was carried out using descriptive statistics, SPSS and MS Excel software. The sample size was calculated taking into account the size of the Lithuanian population with a margin of error of 5%. 408 respondents took part in the survey. The third part presents the results of the survey, confirming or rejecting the hypotheses formulated during the survey. The results of the study show that consumers' decision to buy organic food is mainly influenced by internal factors. Older consumers are more likely to be guided by social and cultural factors, while younger consumers are more likely to be driven by personal values and emotions. Income and education also influence decision-making. It has been found that although environmental awareness is important, it does not always determine the frequency of purchase of organic food. In addition, previous positive experiences increase the likelihood of repeat purchase. |
