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Organic products: Consumers' subjective and objective knowledge

Marker, Ingrid; Næss, Martina Nicole
Master thesis
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URI
http://hdl.handle.net/11250/2579633
Date
2018
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  • Master of Science [1525]
Abstract
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.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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