Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 1191-1201
Published online 2013-07-13

Consumers behaviour of students when shopping for organic food in the Czech Republic

Martina Zámková1, Martin Prokop2

1Department of Mathematics, College of Polytechnics Jihlava, Tolstého 16, 586 01 Jihlava & Department of Statistics and Operation Analysis, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
2Department of mathematics, College of Polytechnics Jihlava, Tolstého 16, 586 01 Jihlava, Czech Republic

Organic farming and organic food are terms that attract the attention of not only farmers, but also economists. It is paper, which could address many consumers in the future. A healthier way of life is becoming more and more popular.
This paper primarily aims to collect basic knowledge of organic farming, organic food and its labelling. Furthermore, according to conducted marketing research (1.289 respondents were addressed in questionnaire survey), it is aim to characterize the factors that influence respondents when buying organic food. Based on the results of research another goal is to identify the main factors that could make the younger generation of Czechs buy organic food more frequently. Then according to the statistical data processing this paper aims to formulate recommendations to producers and traders of organic products to entice young people to become customers of this article for many years. Next goal is to compare the results with some other European countries. Interesting relationship between frequency of organic food purchases and other indicators will be assessed by using analysis of contingency tables. An intention is also to identify the target group for marketing strategies. What the respondents most often link with various organic labelling will be identified by using correspondence analysis of monitored data and better flows of information will be proposed.
It is clear from the research that organic food is most often bought by women and respondents with higher level of household life. It is purchased mainly fruit and vegetables, as well as dairy products. Respondents mostly make their purchases of organic food in hypermarkets and supermarkets. In addition to the primary reason of disinterest in buying organic food, which is the price, respondents also don’t believe that organic food is better than conventional food and it is not attractive for them.


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