Consumer behavior towards organic food: The case of Vietnam
Název práce: | Consumer behavior towards organic food: The case of Vietnam |
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Autor(ka) práce: | Thu, Dang Minh |
Typ práce: | Bachelor thesis |
Vedoucí práce: | Kottika, Efthymia |
Oponenti práce: | Karlíček, Miroslav |
Jazyk práce: | English |
Abstrakt: | This current paper was a study on consumer behavior towards organic food in Vietnam. The purpose of this study is to investigate the factors that influence organic food consumption and provide an overview of the organic food sector in Vietnam. Thus, qualitative approaches were used to interpret the data collected from an in-depth interview with Vietnamese consumers. The search results revealed that there is a certain gap between consumers' awareness and actual behavior when it comes to purchasing organic food, leading to the fact that consumption in this market is still uneven across regions. External and internal stimuli, on the other hand, have a favorable effect on customers. The results also include aspects that promote and hinder the desire to buy organic food, with health being the main driver for the buyer, while the price is a barrier to purchase. Consumers are generally conscious of the benefits of organic produce, but this does not imply that they will purchase it. |
Klíčová slova: | awareness; attitude; consumer behavior; Organic food; Vietnam |
Název práce: | Consumer behavior towards organic food: The case of Vietnam |
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Autor(ka) práce: | Thu, Dang Minh |
Typ práce: | Bakalářská práce |
Vedoucí práce: | Kottika, Efthymia |
Oponenti práce: | Karlíček, Miroslav |
Jazyk práce: | English |
Abstrakt: | This current paper was a study on consumer behavior towards organic food in Vietnam. The purpose of this study is to investigate the factors that influence organic food consumption and provide an overview of the organic food sector in Vietnam. Thus, qualitative approaches were used to interpret the data collected from an in-depth interview with Vietnamese consumers. The search results revealed that there is a certain gap between consumers' awareness and actual behavior when it comes to purchasing organic food, leading to the fact that consumption in this market is still uneven across regions. External and internal stimuli, on the other hand, have a favorable effect on customers. The results also include aspects that promote and hinder the desire to buy organic food, with health being the main driver for the buyer, while the price is a barrier to purchase. Consumers are generally conscious of the benefits of organic produce, but this does not imply that they will purchase it. |
Klíčová slova: | awareness; attitude; consumer behavior; Organic food; Vietnam |
Informace o studiu
Studijní program / obor: | Bachelor of Business Administration |
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Typ studijního programu: | Bakalářský studijní program |
Přidělovaná hodnost: | Bc. |
Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
Fakulta: | Fakulta podnikohospodářská |
Katedra: | Katedra marketingu |
Informace o odevzdání a obhajobě
Datum zadání práce: | 8. 1. 2021 |
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Datum podání práce: | 12. 5. 2021 |
Datum obhajoby: | 24. 6. 2021 |
Identifikátor v systému InSIS: | https://insis.vse.cz/zp/75819/podrobnosti |