Organic products: Consumers' subjective and objective knowledge
Master thesis
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http://hdl.handle.net/11250/2579633Utgivelsesdato
2018Metadata
Vis full innførselSamlinger
- Master of Science [1622]
Sammendrag
The purpose of this master thesis is to investigate and examine how consumers’
objective knowledge about organic products in terms of nutrition, environment, and
taste, differ based on their preference for and subjective knowledge about organic
produce. The study was conducted on Norwegian consumers, as the research aims
to capture information from the general consumer to draw a conclusion about the
Norwegian population.
The thesis is conceptualized by building upon literature about organic products and
production methods. Thus, this thesis will contribute with an understanding of
Norwegian consumers knowledge regarding organic products and production
methods and how this is affected by Norwegian consumers preferences. The main
study was based on an online survey with 405 participants. Participants were
sampled using a convenience and snowball sampling method and a descriptive,
quantitative research design was used to test our hypotheses. Findings from the
study identified a knowledge gap in consumers’ mind regarding the topic as well as
it discovered that people with the strongest preference and highest subjective
knowledge of organic produce and production method overall had the lowest
objective knowledge among the sample. Thus, consumers should be more informed
about organic food before making daily purchasing decisions.
Keywords: Norwegian population, organic production, taste, environment, food
miles, sustainability, animal welfare, nutrition and vitamins, subjective
knowledge, objective knowledge, and consumer preference.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018