Motivation och intention att konsumera ekologiska varor
(2014) PSYK11 20141Department of Psychology
- Abstract
- The growing scarcity of the Earth´s natural resources has made organic products into an important topic worldwide. The aim of this study is to examine which factors that motivate individuals to consume organic products, by using an extended version of the theory of planned behaviour which includes the emotional variable anticipated regret. A multiple regression analysis was performed on the data collected from 98 participants. The results obtained from this study show that 67.9 % of the variance in the intention to consume organic products can be explained by the extended research model. Attittude was the strongest variable with a significant contribution of 30.7 %. Anticipated regret also had an unique significant contribution of 5.5 %.... (More)
- The growing scarcity of the Earth´s natural resources has made organic products into an important topic worldwide. The aim of this study is to examine which factors that motivate individuals to consume organic products, by using an extended version of the theory of planned behaviour which includes the emotional variable anticipated regret. A multiple regression analysis was performed on the data collected from 98 participants. The results obtained from this study show that 67.9 % of the variance in the intention to consume organic products can be explained by the extended research model. Attittude was the strongest variable with a significant contribution of 30.7 %. Anticipated regret also had an unique significant contribution of 5.5 %. On the basis of the results generated from this study there is reason to assume that a change in attitude regarding the konsumption of ecological products could lead to a change in behaviour. Taking into account that earlier studies regarding attitudes concluded that it is a relatively stable contruct over time, changing anticipated regret might be a viable way to change consumer behavior in marketing strategies (Less)
- Abstract (Swedish)
- Då naturens resurser förbrukas i allt större takt har inställningen till ekologiska produkter blivit ett väldigt aktuellt ämne. Denna studie ämnar undersöka konsumenters inställning till ekologiska varor samt vilka faktorer som motiverar dem till att köpa ekologiska produkter med utgångspunkt från the theory of planned behaviour (TPB). Som komplement till TPB har den emotionella variabeln anticipated regret tagits med i undersökningen. Med ett urval på 98 deltagare utfördes en multipel regressionsanalys som visade att 67.9 % av variationen på intentionen att konsumera ekologiska varor kunde förklaras av den utökade förklaringsmodellen. Attityd var den variabel med starkast enskilda bidrag på 30.7 % men även anticipated regret hade ett... (More)
- Då naturens resurser förbrukas i allt större takt har inställningen till ekologiska produkter blivit ett väldigt aktuellt ämne. Denna studie ämnar undersöka konsumenters inställning till ekologiska varor samt vilka faktorer som motiverar dem till att köpa ekologiska produkter med utgångspunkt från the theory of planned behaviour (TPB). Som komplement till TPB har den emotionella variabeln anticipated regret tagits med i undersökningen. Med ett urval på 98 deltagare utfördes en multipel regressionsanalys som visade att 67.9 % av variationen på intentionen att konsumera ekologiska varor kunde förklaras av den utökade förklaringsmodellen. Attityd var den variabel med starkast enskilda bidrag på 30.7 % men även anticipated regret hade ett unikt signifikant bidrag, utöver TPB, på 5.5 %. Utifrån studiens resultat finns det anledning att utgå ifrån att en attitydförändring kring konsumtion av ekologiska livsmedel hade kunnat generera ett förändrat beteende. Då tidigare studier visat på att attitydförändringar är relativt stabila över tid skulle eventuellt anticipated regret kunna fungera som en kompletterande faktor i marknadsförings sammanhang (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4463764
- author
- Schelin, Anna LU and Staffansdotter, Lina LU
- supervisor
- organization
- course
- PSYK11 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- motivation, anticipated regeret, Organic products, the theory of planned behaviour, intention, Ekologiska varor
- language
- Swedish
- id
- 4463764
- date added to LUP
- 2014-06-16 09:05:56
- date last changed
- 2014-06-16 09:05:56
@misc{4463764,
abstract = {{The growing scarcity of the Earth´s natural resources has made organic products into an important topic worldwide. The aim of this study is to examine which factors that motivate individuals to consume organic products, by using an extended version of the theory of planned behaviour which includes the emotional variable anticipated regret. A multiple regression analysis was performed on the data collected from 98 participants. The results obtained from this study show that 67.9 % of the variance in the intention to consume organic products can be explained by the extended research model. Attittude was the strongest variable with a significant contribution of 30.7 %. Anticipated regret also had an unique significant contribution of 5.5 %. On the basis of the results generated from this study there is reason to assume that a change in attitude regarding the konsumption of ecological products could lead to a change in behaviour. Taking into account that earlier studies regarding attitudes concluded that it is a relatively stable contruct over time, changing anticipated regret might be a viable way to change consumer behavior in marketing strategies}},
author = {{Schelin, Anna and Staffansdotter, Lina}},
language = {{swe}},
note = {{Student Paper}},
title = {{Motivation och intention att konsumera ekologiska varor}},
year = {{2014}},
}