Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market
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...
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| Format: | Article |
| Language: | English |
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Cognitione Foundation for the Dissemination of Knowledge and Science
2021-01-01
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| Series: | Journal of Entrepreneurship, Management and Innovation |
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| Online Access: | https://jemi.edu.pl/uploadedFiles/file/all-issues/vol17/issue1/JEMI_Vol17_Issue1_2021_Article10.pdf |
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| _version_ | 1832544078316699648 |
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| author | Lina Pilelienė Vilma Tamulienė |
| author_facet | Lina Pilelienė Vilma Tamulienė |
| author_sort | Lina Pilelienė |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-afee49f226484d5b81f68f3d889e9d4b |
| institution | Kabale University |
| issn | 2299-7326 |
| language | English |
| publishDate | 2021-01-01 |
| publisher | Cognitione Foundation for the Dissemination of Knowledge and Science |
| record_format | Article |
| series | Journal of Entrepreneurship, Management and Innovation |
| spelling | doaj-art-afee49f226484d5b81f68f3d889e9d4b2025-02-03T11:07:28ZengCognitione Foundation for the Dissemination of Knowledge and ScienceJournal of Entrepreneurship, Management and Innovation2299-73262021-01-0117126929910.7341/20211719Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian marketLina Pilelienė0Vilma Tamulienė1Ph.D., Professor, Vytautas Magnus University, Faculty of Economics and Management, K. Donelaičio str. 58, LT-44248, Kaunas, LithuaniaPh.D., Associate Professor, Vilnius Gediminas Technical University; Department of Management; Business Management Faculty. Sauletekio av. 11, LT-10223 Vilnius, LithuaniaPurpose: 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.https://jemi.edu.pl/uploadedFiles/file/all-issues/vol17/issue1/JEMI_Vol17_Issue1_2021_Article10.pdfconsumer attitudesconsumer behaviorconsumer choiceecologic consumptionenvironment-friendlyenvironmentally-friendlyorganic products |
| spellingShingle | Lina Pilelienė Vilma Tamulienė Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market Journal of Entrepreneurship, Management and Innovation consumer attitudes consumer behavior consumer choice ecologic consumption environment-friendly environmentally-friendly organic products |
| title | Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market |
| title_full | Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market |
| title_fullStr | Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market |
| title_full_unstemmed | Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market |
| title_short | Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market |
| title_sort | consumer attitudes and behavior towards organic products evidence from the lithuanian market |
| topic | consumer attitudes consumer behavior consumer choice ecologic consumption environment-friendly environmentally-friendly organic products |
| url | https://jemi.edu.pl/uploadedFiles/file/all-issues/vol17/issue1/JEMI_Vol17_Issue1_2021_Article10.pdf |
| work_keys_str_mv | AT linapileliene consumerattitudesandbehaviortowardsorganicproductsevidencefromthelithuanianmarket AT vilmatamuliene consumerattitudesandbehaviortowardsorganicproductsevidencefromthelithuanianmarket |