Purpose – The purpose of this study is to investigate the influential factors on consumer attitude towards organic food in a rapid growing market and how the attitude influences consumer purchase intention. Design/methodology/approach – after reviewing relevant literatures, a research model was developed based on six hypotheses. The model was tested by conducting an online survey on Chinese consumers. Findings – Four out of six hypotheses were accepted. In specific, health consciousness, consumer knowledge and personal norms obviously showed their impacts on Chinese consumer attitude and the last hypothesis indicates the positive relationship between attitude and purchase intention. Originality/value – Since two hypotheses from the research model were rejected, a new model was developed which is particularly represented for Chinese market. Keywords - Consumer attitude, Organic food, Health, Consumer knowledge, Environmental, Norms, China, Purchase intention Paper type - Research paper

Title: Food companies' work with CSR and its impact on consumer purchases of organic products Level: Final assignment for Bachelor Degree in Business Administration Author: Maria Nilsson and Mikaela Jaredal Supervisor: Agneta Sundström Date: June 2015 Aim: The study aims to understand and describe how food chains affect consumer choice to buy organic food and how it affects their buying behaviour. Method: Firstly a qualitative study was conducted. It consisted of six semi-structured interviews with store managers and employees on Willys and Coop in Sala and in Nyköping. Secondly a quantitative study was performed in the form of a questionnaire with 80 consumers in Willys and Coop stores located in Sala and Nyköping. Result & Conclusions: We have seen that price is important when consumers decide whether to buy organic food or not. This has been noticed by the food chains who work actively with being able to offer organic food at lower prices. Other factors that affect the consumers choice to buy organic products are offers, displaying and advertising. We have seen that consumers of the food chain that has worked a long time with sustainability are more willing to pay a higher price of organic food than consumers of the food chain with shorter tradition of working with these issues. Suggestions for future research: Future research could focus on the attitude towards and awareness of organic food of different age groups. It would also be interesting to continue our research but in a larger geographical area and/or include more food chains. Contribution of the thesis: The contribution of the study is that we show which CSR activities that actually influence consumers of buying organic products.

This diploma thesis is focused on mapping of organic farming in the South Region particularly in terms of spatial distribution of organic farms, their production and deployment of processing capacities organic production. South Bohemia region is due to its geographical conditions suitable for organic farming. It is one of the largest in amount of organic farms. However the diversity of production is not too different. There is mainly dominating extensive cattle farming in areas of permanent grassland.This dissertation was elaborated in terms of explorational purpose of University of South Bohemia ? Economical Faculty MSM 6007665806, focusing on support of development concerning higlands and uplands areas in the region of south Bohemia.

This thesis i concerned with the assesment of current situation of organic farming in the Czech Republic, or more precisely with identification of problems of this sector and their causes. There is made identification of fundamental problems which slow down the current develpoment of the sector in the Czech Republic. These problems are analysed and possibilities of their solutions sketched.

Atualmente existe uma crescente parcela da população mundial despertando para o consumo de alimentos orgânicos, sendo comumente relacionado a padrões de consumo saudáveis e ambientalmente responsáveis. No âmbito de estudos comportamentais, pouco se conhece sobre o consumidor de alimentos orgânicos brasileiro, especialmente em se tratando dos valores pessoais e das atitudes que estão por trás deste consumo. Neste sentido, o presente trabalho buscou propor a segmentação dos consumidores de alimentos orgânicos da cidade de Porto Alegre, a partir de seus valores pessoais. Além disso, também se procurou: (a)identificar valores pessoais e atitudes que permeiam o comportamento desses consumidores; (b)verificar similaridades/diferenças entre consumidores de supermercados e de feiras; (c)explorar os fatores motivacionais de compra de alimentos orgânicos; e (d) analisar o perfil dos grupos de consumidores de alimentos orgânicos, definindo cada um de acordo com seus valores pessoais, suas atitudes, seu comportamento de compra e suas características sociodemográficas. O presente estudo foi realizado por meio de três fases integradas e complementares: a primeira foi destinada à exploração da temática de alimentos orgânicos; a segunda etapa foi de ordem quantitativa, realizada através de uma survey com consumidores de alimentos orgânicos de supermercados e feiras; por fim, a última etapa foi de abordagem qualitativa, por meio de entrevistas semi-estruturadas com consumidores de orgânicos. No geral, os consumidores demonstraram apreço pela preservação ambiental e transcendência de interesses egoístas, prezando por ações destinadas ao benefício coletivo, refletidos nos valores Universalismo e Benevolência. A análise de cluster fez emergir quatro grupos de consumidores de alimentos orgânicos com características diferenciadas em termos de valores pessoais. O Cluster 1 é identificado principalmente pelos valores mais voltados à preocupação social (Benevolência) e segurança à vida pessoal (Segurança). O Cluster 2, preocupa-se também com sua segurança pessoal (Segurança), mas possui uma tendência forte ao pensamento e ação independente (Autodeterminação). Já o Cluster 3 se caracteriza por valorizar muito sua segurança pessoal (Segurança) e também por prezar pelo bem-estar de todas as pessoas e da natureza (Universalismo). O Cluster 4 expressa conforto com a diversidade da existência, com forte tendência à preservação da natureza (Universalismo) e confiança em seu próprio julgamento (Autodeterminação). Os resultados deste trabalho demonstraram também que, no geral, o consumo de alimentos orgânicos está fortemente atrelado a considerações sociais e ecológicas. Assim, este trabalho avança no conhecimento a respeito das bases motivacionais do comportamento de consumo de alimentos orgânicos, especialmente no que diz respeito aos valores pessoais que guiam as decisões e ações destes consumidores. / Currently there is a growing portion of the population waking up to the consumption of organic foods, being commonly related to consumption patterns of healthy and environmentally responsible. Within behavioral studies, little is known about the organic food consumer in Brazil, especially about personal values and attitudes that lie behind this consumption. In this sense, the present work aimed to propose the segmentation of organic food consumers in the city of Porto Alegre, from their personal values. In addition, we sought to: (a) identify personal values and attitudes that underlie the behavior of these consumers, (b) determine similarities / differences between consumers of supermarkets and specialized fairs; (c) explore the motivating factors for buying organic food; and (d) analyze the profile of groups of organic food consumers, setting each one according to their personal values, their attitudes, their buying behavior and sociodemographic characteristics. This study was conducted through three integrated and complementary phases: the first was aimed at exploring the theme of organic food, the second step was quantitative, conducted through a survey with organic food consumers of supermarkets and specialized fairs, and, finally, the last step was a qualitative approach, using semi-structured interviews with consumers of organic products. Overall, consumers have demonstrated appreciation for environmental preservation and transcendence of selfish interests, unpretentiously actions aimed at collective benefit, reflected in the values Universalism and Benevolence. At the cluster analysis, four groups of organic food consumers emerged with different characteristics in terms of personal values. Cluster 1 is identified mainly by values more focused on social concerns (Benevolence) and personal security (Security). Cluster 2 is also concerned with their personal security (Security), but has a strong tendency to independent thinking and action (Self-Direction). Cluster 3 is characterized by strongly appreciating personal security (Security) and also the well-being of all people and nature (Universalism). Cluster 4 expressed comfort with the diversity of life, with a strong tendency to the preservation of nature (Universalism) and trust in his own judgment (Self-Direction). The results of this study also showed consumption of organic food is strongly linked to social and ecological considerations. This study advances knowledge about the motivational bases of the behavior of organic food consumption, especially with regard to the personal values that guide decisions and actions of these consumers.

No Rio Grande do Sul, grande parte da produção de alimentos orgânicos é realizada por famílias de agricultores ecologistas. Para estes produtores, a agroindustrialização familiar baseada em princípios agroecológicos, além de gerar renda promove a melhoria da qualidade de vida e a recuperação e preservação dos hábitos culturais e do meio ambiente, tendo forte papel no panorama produtivo gaúcho. Apesar da tendência de crescimento do setor ser evidenciada em vários estudos nestes últimos anos, alguns fatores limitantes ao seu desenvolvimento se apresentam, com poucos dados literários contemplando as restrições de natureza tecnológica e de gestão desses sistemas produtivos no RS. Diversas publicações focam em apenas um produto ou cadeia, mas produtores orgânicos geralmente apostam em diversificação de culturas. Por isso, uma abordagem que considerasse diferentes cadeias produtivas, como a aqui proposta, é necessária. Este trabalho teve por objetivo identificar restrições de natureza tecnológica e gerencial das agroindústrias familiares processadoras de alimentos orgânicos no RS em quatro cadeias de alimentos de interesse: Mandioca, Uva, Laticínios, Uva e Cana-de-Açúcar. Também buscou-se identificar fatores motivantes para adoção de sistemas agroecológicos de produção de alimentos. O método utilizado foi estudo de caso e o instrumento de coleta de dados foi um questionário semiestruturado aplicado a produtores agroecológicos da Região Metropolitana de Porto Alegre e da Serra Gaúcha Os resultados indicam que as motivações para produção neste sistema variam, mas são todas voltadas para sustentabilidade no campo, seja no sentido ambiental, financeiro ou salutar. As motivações não mudam entre cadeias diferentes e não foi identificada correlação com o porte do empreendimento. Em todas as cadeias estudadas produtores apontam como restrição organizacional falta de tempo para se dedicar às tarefas da atividade e dificuldades na certificação. Há convergência de restrições tecnológicas apontadas, como inadequação de maquinário, pouca oferta de insumos e matérias-primas. Apenas produtores de laticínios apontaram dificuldades quanto à padronização da produção. As diferenças entre produtores cooperativados e aqueles em processo de organização de rede de produtores, sindicatos e associações foram salientes. A possibilidade de compartilhar os custos e riscos inerentes à agroindustrialização de alimentos orgânicos influi positivamente no desenvolvimento de todas as cadeias entrevistadas. Em conclusão, este trabalho deixa evidente que existem convergências quanto a motivações e restrições dentro das cadeias agroindustriais e as melhorias das condições das agroindústrias beneficiadoras de alimentos orgânicos apenas serão realidade mediante esforço conjunto entre os diversos atores das cadeias estudadas. / In Rio Grande do Sul, a considerable portion of the oganic food production is done by families dedicated to ecological agriculture. For these producers, family based agro-industrialization hinged on agroecological principles, not only generates income; it also promotes an improvement in life quality and the recuperation and preservtion of cultural habits, as well as the environment, thus its strong role in the gaucho production scenery. Despite the sector’s growth tendency demonstrated by several studies performed in recent years, some limiting factors to its development are noted, with few literary data contemplating restrictions of technological or managerial natures from those production systems in Rio Grande do Sul. Several works published in the last few years focus on only one product or chain on products. However, organic food producers genereally rely on crops diversification. Therefore, an approach considering different production chains, as the one proposed here, is necessary. This work had as its goal to identify technological and managerial restrictions faced by Rio Grande do Sul’s family based agro-industries in four concerning organic food chains: Cassava, Dairy, Grape, and Sugar Cane products. It also sought to identify motivating factors in the adoption of agroecological food production systems. The method used was case study and the instrument for data collection was a semistructured questionnaire administered to agroecological producers from Porto Alegre’s Metropolitan Region and Serra Gaucha Results indicate that motivations for producing in this system vary, but they all turned to sustainability in rural areas, may it be in the environmental, financial, or health sense. Motivations do not change amongst different chains and no correlation was identified regarding the scale of the enterprise. In all studied chains, producers point as a managerial restriction the lack of time to dedicate to their activities’ choirs and difficulties regarding certification. There is a convergence regarding technological restrictions, such as inadequate machinery, lack of suppliers for inputs and raw materials. Only dairy producers claimed to have difficulties regarding standardization of their production. Differences between cooperativated producers and those in the process of organizing producers’ networks, syndicates and associations stood out. The possibility to share costs and risks inherent to the agroindustrialization of organic food has a positive influence in the development of all chains which were interviewed. In conclusion, this work evidences that the improvement of the conditions faced by enterprises which beneficiate organic food will only be a reality by means of conjoint efforts from the parties involved in the studied chains. In conclusion, this work evidentiates that there are convergences regarding motivations and restrictions within agrindustrial chains and improvements on the current conditions for agrindustries which process organic food will be a reality only by the joint efforts of all parts in the studied chains.

The main aim of my thesis on the topic "Selected forms of Selling the Organic Food - specialty stores" is to assess the actual state of organic food sales in specialty stores in terms of assortment, conditions and sales culture. Likewise, this work allow the reader to learn what is the difference between Czech and foreign quality organic food, who is a typical customer buying organic food, what are comments of organic food vendors, etc. Furthermore, this theme is dealing with regional sales or sales of fair trade products. In the end, we design measures that would help to further expansion, for example, sales of organic food. The goal is not to extend the organic food popularity, but to make consumers aware of benefits of buying organic food just in speciality stores or in health food stores.

Organic food is a food product that is obtained from organic products and a limited amount of authorized additives defined technological process according to special regulation and the control regimen. Regional foods are due to short transport distances much fresher than food that has circulated for a long time. Regional foods tend therefore usually taste better and more valuable nutritional properties. Equally important is the fact that the closer the food to the consumer, the less loaded environment during transportation. The aim of the thesis is to evaluate the structure offers regional food and organic food producers to seek their districts Prachatice, and Strakonice Czech Budejovice. When evaluating the questionnaires, it was found that two-thirds of respondents regularly buy organic or regional food. Most often it is bought at a store in a specialized department.Most of the respondents to pay extra for regional food for a month for her to spend in the range of 200 to 500 CZK.

No Rio Grande do Sul, grande parte da produção de alimentos orgânicos é realizada por famílias de agricultores ecologistas. Para estes produtores, a agroindustrialização familiar baseada em princípios agroecológicos, além de gerar renda promove a melhoria da qualidade de vida e a recuperação e preservação dos hábitos culturais e do meio ambiente, tendo forte papel no panorama produtivo gaúcho. Apesar da tendência de crescimento do setor ser evidenciada em vários estudos nestes últimos anos, alguns fatores limitantes ao seu desenvolvimento se apresentam, com poucos dados literários contemplando as restrições de natureza tecnológica e de gestão desses sistemas produtivos no RS. Diversas publicações focam em apenas um produto ou cadeia, mas produtores orgânicos geralmente apostam em diversificação de culturas. Por isso, uma abordagem que considerasse diferentes cadeias produtivas, como a aqui proposta, é necessária. Este trabalho teve por objetivo identificar restrições de natureza tecnológica e gerencial das agroindústrias familiares processadoras de alimentos orgânicos no RS em quatro cadeias de alimentos de interesse: Mandioca, Uva, Laticínios, Uva e Cana-de-Açúcar. Também buscou-se identificar fatores motivantes para adoção de sistemas agroecológicos de produção de alimentos. O método utilizado foi estudo de caso e o instrumento de coleta de dados foi um questionário semiestruturado aplicado a produtores agroecológicos da Região Metropolitana de Porto Alegre e da Serra Gaúcha Os resultados indicam que as motivações para produção neste sistema variam, mas são todas voltadas para sustentabilidade no campo, seja no sentido ambiental, financeiro ou salutar. As motivações não mudam entre cadeias diferentes e não foi identificada correlação com o porte do empreendimento. Em todas as cadeias estudadas produtores apontam como restrição organizacional falta de tempo para se dedicar às tarefas da atividade e dificuldades na certificação. Há convergência de restrições tecnológicas apontadas, como inadequação de maquinário, pouca oferta de insumos e matérias-primas. Apenas produtores de laticínios apontaram dificuldades quanto à padronização da produção. As diferenças entre produtores cooperativados e aqueles em processo de organização de rede de produtores, sindicatos e associações foram salientes. A possibilidade de compartilhar os custos e riscos inerentes à agroindustrialização de alimentos orgânicos influi positivamente no desenvolvimento de todas as cadeias entrevistadas. Em conclusão, este trabalho deixa evidente que existem convergências quanto a motivações e restrições dentro das cadeias agroindustriais e as melhorias das condições das agroindústrias beneficiadoras de alimentos orgânicos apenas serão realidade mediante esforço conjunto entre os diversos atores das cadeias estudadas. / In Rio Grande do Sul, a considerable portion of the oganic food production is done by families dedicated to ecological agriculture. For these producers, family based agro-industrialization hinged on agroecological principles, not only generates income; it also promotes an improvement in life quality and the recuperation and preservtion of cultural habits, as well as the environment, thus its strong role in the gaucho production scenery. Despite the sector’s growth tendency demonstrated by several studies performed in recent years, some limiting factors to its development are noted, with few literary data contemplating restrictions of technological or managerial natures from those production systems in Rio Grande do Sul. Several works published in the last few years focus on only one product or chain on products. However, organic food producers genereally rely on crops diversification. Therefore, an approach considering different production chains, as the one proposed here, is necessary. This work had as its goal to identify technological and managerial restrictions faced by Rio Grande do Sul’s family based agro-industries in four concerning organic food chains: Cassava, Dairy, Grape, and Sugar Cane products. It also sought to identify motivating factors in the adoption of agroecological food production systems. The method used was case study and the instrument for data collection was a semistructured questionnaire administered to agroecological producers from Porto Alegre’s Metropolitan Region and Serra Gaucha Results indicate that motivations for producing in this system vary, but they all turned to sustainability in rural areas, may it be in the environmental, financial, or health sense. Motivations do not change amongst different chains and no correlation was identified regarding the scale of the enterprise. In all studied chains, producers point as a managerial restriction the lack of time to dedicate to their activities’ choirs and difficulties regarding certification. There is a convergence regarding technological restrictions, such as inadequate machinery, lack of suppliers for inputs and raw materials. Only dairy producers claimed to have difficulties regarding standardization of their production. Differences between cooperativated producers and those in the process of organizing producers’ networks, syndicates and associations stood out. The possibility to share costs and risks inherent to the agroindustrialization of organic food has a positive influence in the development of all chains which were interviewed. In conclusion, this work evidences that the improvement of the conditions faced by enterprises which beneficiate organic food will only be a reality by means of conjoint efforts from the parties involved in the studied chains. In conclusion, this work evidentiates that there are convergences regarding motivations and restrictions within agrindustrial chains and improvements on the current conditions for agrindustries which process organic food will be a reality only by the joint efforts of all parts in the studied chains.

Atualmente existe uma crescente parcela da população mundial despertando para o consumo de alimentos orgânicos, sendo comumente relacionado a padrões de consumo saudáveis e ambientalmente responsáveis. No âmbito de estudos comportamentais, pouco se conhece sobre o consumidor de alimentos orgânicos brasileiro, especialmente em se tratando dos valores pessoais e das atitudes que estão por trás deste consumo. Neste sentido, o presente trabalho buscou propor a segmentação dos consumidores de alimentos orgânicos da cidade de Porto Alegre, a partir de seus valores pessoais. Além disso, também se procurou: (a)identificar valores pessoais e atitudes que permeiam o comportamento desses consumidores; (b)verificar similaridades/diferenças entre consumidores de supermercados e de feiras; (c)explorar os fatores motivacionais de compra de alimentos orgânicos; e (d) analisar o perfil dos grupos de consumidores de alimentos orgânicos, definindo cada um de acordo com seus valores pessoais, suas atitudes, seu comportamento de compra e suas características sociodemográficas. O presente estudo foi realizado por meio de três fases integradas e complementares: a primeira foi destinada à exploração da temática de alimentos orgânicos; a segunda etapa foi de ordem quantitativa, realizada através de uma survey com consumidores de alimentos orgânicos de supermercados e feiras; por fim, a última etapa foi de abordagem qualitativa, por meio de entrevistas semi-estruturadas com consumidores de orgânicos. No geral, os consumidores demonstraram apreço pela preservação ambiental e transcendência de interesses egoístas, prezando por ações destinadas ao benefício coletivo, refletidos nos valores Universalismo e Benevolência. A análise de cluster fez emergir quatro grupos de consumidores de alimentos orgânicos com características diferenciadas em termos de valores pessoais. O Cluster 1 é identificado principalmente pelos valores mais voltados à preocupação social (Benevolência) e segurança à vida pessoal (Segurança). O Cluster 2, preocupa-se também com sua segurança pessoal (Segurança), mas possui uma tendência forte ao pensamento e ação independente (Autodeterminação). Já o Cluster 3 se caracteriza por valorizar muito sua segurança pessoal (Segurança) e também por prezar pelo bem-estar de todas as pessoas e da natureza (Universalismo). O Cluster 4 expressa conforto com a diversidade da existência, com forte tendência à preservação da natureza (Universalismo) e confiança em seu próprio julgamento (Autodeterminação). Os resultados deste trabalho demonstraram também que, no geral, o consumo de alimentos orgânicos está fortemente atrelado a considerações sociais e ecológicas. Assim, este trabalho avança no conhecimento a respeito das bases motivacionais do comportamento de consumo de alimentos orgânicos, especialmente no que diz respeito aos valores pessoais que guiam as decisões e ações destes consumidores. / Currently there is a growing portion of the population waking up to the consumption of organic foods, being commonly related to consumption patterns of healthy and environmentally responsible. Within behavioral studies, little is known about the organic food consumer in Brazil, especially about personal values and attitudes that lie behind this consumption. In this sense, the present work aimed to propose the segmentation of organic food consumers in the city of Porto Alegre, from their personal values. In addition, we sought to: (a) identify personal values and attitudes that underlie the behavior of these consumers, (b) determine similarities / differences between consumers of supermarkets and specialized fairs; (c) explore the motivating factors for buying organic food; and (d) analyze the profile of groups of organic food consumers, setting each one according to their personal values, their attitudes, their buying behavior and sociodemographic characteristics. This study was conducted through three integrated and complementary phases: the first was aimed at exploring the theme of organic food, the second step was quantitative, conducted through a survey with organic food consumers of supermarkets and specialized fairs, and, finally, the last step was a qualitative approach, using semi-structured interviews with consumers of organic products. Overall, consumers have demonstrated appreciation for environmental preservation and transcendence of selfish interests, unpretentiously actions aimed at collective benefit, reflected in the values Universalism and Benevolence. At the cluster analysis, four groups of organic food consumers emerged with different characteristics in terms of personal values. Cluster 1 is identified mainly by values more focused on social concerns (Benevolence) and personal security (Security). Cluster 2 is also concerned with their personal security (Security), but has a strong tendency to independent thinking and action (Self-Direction). Cluster 3 is characterized by strongly appreciating personal security (Security) and also the well-being of all people and nature (Universalism). Cluster 4 expressed comfort with the diversity of life, with a strong tendency to the preservation of nature (Universalism) and trust in his own judgment (Self-Direction). The results of this study also showed consumption of organic food is strongly linked to social and ecological considerations. This study advances knowledge about the motivational bases of the behavior of organic food consumption, especially with regard to the personal values that guide decisions and actions of these consumers.