| Abstract [eng] |
SHAHID KHAN Effect of Shelf Life of Food Products and perceived Risks on intention to buy X Products Final Master Thesis Academic supervisor: Assoc. prof. Elze Rudienė Vilnius University, Business School Digital Marketing Vilnius, 2025 Size: 64 pages, 30 figures + graphs, 28 tables, 1 appendixes This study explores the impact of shelf life and perceived risks on consumer purchase intentions in the food industry, specifically online and traditional retail settings. The research addresses the growing consumer concerns regarding food safety, quality, and sustainability, which are influenced by shelf-life information. It also examines how perceived risks, such as spoilage, contamination, and delivery issues, affect consumer trust and behavior. A quantitative approach was adopted, and structured surveys were administered to 390 respondents who had experience in purchasing perishable food products. Key constructs such as shelf-life perception, perceived risks, and purchase intentions were measured using validated scales. Statistical methods, including regression analysis and moderation testing, were applied to examine the relationships among these variables. Consumer purchasing intentions are very much influenced by shelf life through improved perceptions on product quality, safety, and environmental sustainability. Perceived risk significantly depresses purchase intent, especially where the lack of physical contact further exacerbates anxiety in online contexts. Clear shelf-life information would also moderate perceived risk, which means that consumer trust and confidence may be built accordingly. |
