The thesis defines a concept of organic food and a closer look is given to an organic agriculture - a place of origin for organic food. The second part discusses benefits of organic food for consumers and looks for consumer purchase motives. Third and fourth part is devoted to rules of labeling and opportunities for improvement in this area. Other consumer brands and a current state on organic food market are presented here as well. Variety of products offered and availability of organic food at the particular points of sale are analyzed in the final part.

La investigación tuvo como finalidad percibir los factores de venta de alimentos orgánicos en restaurantes, analizando las preferencias del consumidor y los beneficios que ofrece al mismo. Para el desarrollo de este estudio, se aplicó como metodología de investigación la revisión bibliográfica descriptiva partiendo de la exploración de artículos académicos, tesis, papers y libros electrónicos. La presente investigación fue basada en estudios realizados a los restaurantes que analizan los beneficios del consumo y venta de este tipo de alimentos basados en el perfil y percepción del consumidor. Se observó que, en continentes como Norteamérica y Europa, presentaron una amplia bibliografía la cual aborda las razones por las cuales los consumidores van incrementando cada vez más su interés por la comida orgánica. Se analizaron distintos factores que están relacionados al consumo de comida orgánica tales como el interés por la salud, el cuidado del medio ambiente y el poder adquisitivo de los consumidores. Esta investigación nos permitió identificar cuales son las motivaciones del consumidor para asistir a restaurantes y las principales razones por las cuales los restaurantes ofrecen este tipo de productos. El consumo de alimentos saludables se torna cada vez más importante en la mente de los consumidores, esto se debe a las últimas tendencias que se han manifestado en los últimos años teniendo también un efecto en la operación de servicios de alimentos, generando una ventaja competitiva y de diferenciación en los restaurantes. En conclusión, es importante conocer las preferencias de los consumidores al asistir a restaurantes y a su vez comprender los beneficios por los que consumen alimentos orgánicos, para que de esta manera se pueda contribuir con los restaurantes que desean incursionar en este sector. / The purpose of the research was to perceive the considerations of restaurants that venture into organic food, taking into account the benefits it offers to the restaurant and the preferences of the consumer. For the development of this study, a descriptive bibliographic review was applied as a research methodology based on the exploration of academic articles, theses, papers and electronic books. This research was based on studies carried out in restaurants that analyze the benefits of the consumption and sale of this type of food based on the profile and perception of the consumer. It was observed that, in continents such as North America and Europe, they presented an extensive bibliography which addresses the reasons why consumers are increasing their interest in organic food. Different factors related to the consumption of organic food were analyzed, such as interest in health, caring for the environment and the purchasing power of consumers. This research allowed us to identify the consumer's motivations for attending restaurants and the main reasons why restaurants offer this type of product. The consumption of healthy food is becoming increasingly important in the minds of consumers, this is due to the latest trends that have manifested in recent years also having an effect on the operation of food services, generating a competitive advantage and of differentiation in restaurants. In conclusion, it is important to know the preferences of consumers when attending restaurants and in turn understand the benefits for those who consume organic food, so that in this way they can contribute to restaurants that wish to enter this sector. / Trabajo de investigación

The purpose of this thesis is to explore if consumers evaluate CSR more into their purchase criterion compared to before the Covid-19 pandemic. CSR activities, consumer buying behavior, and CSR as a purchase criterion were combined in a conceptual framework. The consumer decision-making model was used as a framework in consumer buying behavior. In CSR as a purchase criterion, three factors were used to conclude if consumers started to evaluate CSR more as a purchase criterion. The empirical data was collected through two semi-structured focus groups. Group A was ensembled through a convenience sampling method but evolved to a snowball effect. Group B was ensembled through a purposive sampling method. The findings indicated that consumers did not start to evaluate CSR more as a purchase criterion. The main reason was the financial situation. However, consumers have started to buy more sustainable food, especially locally produced during the pandemic which indicated an increased awareness towards CSR as a purchase criterion. The findings also showed that the Covid-19 pandemic influenced consumers' awareness of CSR but the implemented safety precautions in grocery stores had a limited effect on consumers. The research field of consumer buying behavior in the context of CSR can be complemented with the findings in this study. This study contributed to a deeper understanding of consumer buying behavior and if they value CSR in their purchases during the Covid-19 pandemic.

Growing number of SME restaurant and unsustainable food consumption creates a paradoxicaltension in the society from “Environmental sustainability” perspective. This paradoxicaltension requires every organizations to reduce their ecological footprint through minimizingits environmental effects. In Sweden, KRAV, a non-profit organization that sets organicagriculture standards, oversees certification for a variety of industry members, includingrestaurants. Previous research has focused on only CSR issues and only large multinationalfood chains rather than SMEs. While SME restaurants are less powerful on their own but theircollective impact on the environment and society is tremendous. Guided by qualitative data inthe form of semi-structured interviews were collected from SME sushi restaurant owners inUmea, Sweden. Firstly author has identified the motives of owners toward “environmentalsustainability” such as packaging, waste management, procurement, and environmentalcertification. Environmental certification has further classified into two motives one is basedon morality and another one is based on profitability & morality. Secondly, author furtherdiscussed the environmental certification that is based on both morality & profitability into twodimension such as “profitability” & “Legitimacy”. Thirdly, author represent the role of greenmarketing to achieve these two dimensions along with its benefits and challenges. Benefits andchallenges were discussed based on both “environmental certification (KRAV) and “Greenmarketing” perspective. Benefits such as “New customer segment”, “Brand loyalty”,“Competitive advantage” and “higher profitability” in the long run have been identified.Moreover, “Lack of awareness”, “attitude- behavior gap”, “inadequate use of technology”,“costly”, “SME restaurant type”, “unavailability”, “strict rules and restriction” and“insufficient financial investment” have been found as a major barriers or challenges to achieveKRAV certificate (environmental certification) and overall “Environmental sustainability”.With the help of a comprehensive literature review, the motivations and challenges of theseparticipants were identified and explored using a conceptual framework based on“Environmental sustainability” and “Green marketing”.

Production, processing, transport and consumption of food form a significant part of the environmental burden. Organic farming and organic food production represent for many experts, policymakers and for a part of lay public a way to reduce the environmental burden. The volume of organic food production hinges on, among others, the willingness of consumers to prefer organic food to conventional food and also to change consumer behaviour. Although organic food consumer and purchase behaviour is sometimes found to be environmentally motivated, health motives are prevailing in many developed countries. Recently, organic food consumption has grown significantly in developed countries. The diploma thesis is for these reasons aimed at analysis of motivational factors and barriers that affect consumer's purchase decision-making related to organic food. First, the overview of scientific literature concerning organic food consumption behaviour is presented. Factors that explain it can be divided into four major types: attitudinal variables, contextual forces, personal capabilities and habits. In the diploma thesis, we focus on risk perception, which can be classified as the attitudinal variable. Considering the perception of health and environmental risks, it is important to point out that manufactured...

(in English): The diploma thesis deals with the issue of local foods and analyses factors influencing the purchasing behavior of Czech consumers. The theoretical part focuses on the problems related to the definition of local food, relying on the three domains of proximity taxonomy as proposed by Eriksen (2013). It further examines the reasons of increased interest in local production, which include anti-globalization trends, environmental issues and other value changes in society. Significant foreign and Czech research of local production and Czech consumer behavior is presented. At the end of the theoretical part, selected theories suitable for explaining the purchasing behavior of local foods as well giving insight into the theoretical foundation and research of this thesis are described. This is primarily the Alphabet Theory (Zepeda & Deal, 2009), which is based on earlier theories of Value-Belief-Norm Theory (Stern et al., 1999) and Attitude-Behavior-Context Theory (Guagnano et al., 1995). The empirical part builds on the theoretical basis and provides an analysis of the Czech consumer based on qualitative semi-structured interviews as well as a quantitative survey representative of Czech population aged 18 to 65 years in terms of selected sociodemographic characteristics. They give insight...

Syfte: Syftet med studien är att skapa en djupare förståelse för hur företag kan bidra till en mer hållbar konsumtion. Studien undersöker hur företag kan öka försäljningen av ekologiska livsmedel med hjälp av marknadsföringsstrategier för att påverka konsumenternas köpbeteende.  Metod: Studien grundar sig i en induktiv, kvalitativ metod med ett hermeneutistiskt synsätt. Elva semistrukturerade intervjuer har genomförts och tolkats med hjälp av en Framework-matris. Resultat och slutsats: Studien visar att priset är den viktigaste orsaken till att konsumenter inte väljer att konsumera ekologiskt idag och att ökad kunskap behövs för att konsumenterna ska förstå varfördet är värt att betala mer för ekologiska livsmedel. Genom att använda den utökade gröna marknadsföringsmixen kan företag bidra till en mer välutbildad och hållbar konsument. Dessutom konkluderas det att ansvaret för en hållbar konsumtion inte enbart ligger på konsumenterna.  Examensarbetets bidrag: Studien har bidragit till en förståelse för vilka faktorer och drivkrafter som kan användas i företagens marknadsföringsstrategier för att bidra till en mer hållbar konsumtion.  Förslag till fortsatt forskning: Studier kring skillnaden mellan hur konsumenter och producenter uppfattar marknadsföringen av ekologiska produkter, användningen av influencers i marknadsföringen och samverkan mellan aktörer på livsmedelsmarknaden kan bidra till forskningen om hur företag kan öka den hållbara konsumtionen. / Aim: The aim of the study is to create a deeper understanding of how companies can contribute to sustainable consumption. The study aims to investigate how companies can increase sales of organic foods with marketing strategies to influence consumers' buying behavior. Method: The study is based on an inductive, qualitative method with a hermeneutic approach. Eleven semi-structured interviews were conducted and interpreted using a Framework matrix. Results and Conclusion: The study shows that price is the single most important reason why consumers do not consume organic, and that consumers are not sufficiently educated to understand why organic is worth paying for. By using the expanded green marketing mix, companies can contribute to create a more well-educated and sustainable consumer. It is also emphasized that the responsibility for sustainable consumption does not only lie with the consumers. Contribution of the thesis: The study has contributed to an understanding of the factors and driving forces that can be used in companies' marketing strategy in order to contribute to more sustainable consumption. Suggestions for further research: A comparison of how consumers and producers perceive marketing of organic products, the use of influencer marketing and studies on the collaboration between producers, traders and politicians can benefit future research on how to increase sustainable consumption.

El mercado de alimentos orgánicos se encuentra presente en el Perú desde hace muchos años, creciendo y tomando relevancia con el pasar del tiempo. Así mismo, se ha podido observar un crecimiento exponencial en las compras online, por lo que muchas marcas han migrado a canales digitales para satisfacer las nuevas necesidades de los consumidores y adaptarse a sus nuevos hábitos de consumo. Es por ello que en este estudio se busca examinar el papel del brand image y brand loyalty a la hora de influir en el online purchase intention de los alimentos orgánicos en el contexto peruano, con el fin de comprobar si existe una relación significativa entre las variables mencionadas. Para el estudio se adoptó un alcance de investigación correlacional y un enfoque cuantitativo de carácter concluyente. Además, este será un estudio transversal, basado en una muestra no probabilística infinita de 400 personas consumidoras de alimentos orgánicos con una metodología de encuestas online, de escala de Likert (5 puntos). Finalmente, el análisis de la data será de bivariados, desde correlaciones, a través del programa SPSS y de análisis multivariados, de ecuaciones estructurales, a través del programa Smart PLS. / The organic food market has been present in Peru for many years, growing and gaining relevance over time. Likewise, exponential growth has been observed in online shopping, so many brands have migrated to digital channels to satisfied the new needs of consumers and adapt to their new consumption habits. That is why this paper seeks to examine the role of brand image and brand loyalty for influence the online purchase intention of organic foods in the Peruvian context, in order to check if there is a significant relationship between the variables mentioned. A correlational research scope and a conclusive quantitative approach were adopted for the study. In addition, this will be a cross-sectional study, based on an infinite non-probabilistic sample of 400 consumers of organic food with an online survey methodology, Likert scale (5 points). Finally, the data analysis will be bivariate, from correlations, through the SPSS program, and multivariate analysis, from structural equations, through the Smart PLS program. / Trabajo de investigación

In recent years, organic food sales in Sweden have experienced a decrease in sales, opening up new challenges and opportunities for various actors within the food industry. The Swedish food industry works extensively with sustainability and aims to foster a sustainable food system. Organic food is only one part of a sustainable food system and a means for actors within the industry to contribute to sustainable development since organic food slows down biodiversity loss, which is one of the United Nations Sustainable Development Goals. This can be done by actors in the industry increasing their organic sales and improving the value proposition of organic food amongst stakeholders in order to make a change and hinder a further decrease in sales. To do this, grocery retailers and supermarkets have a significant role. However, effective marketing strategies for promoting organic sales are uncommon within the industry. In light of this, this study is investigating strategies to enhance organic food's value proposition and increase sales, focusing on the perspectives of supermarket managers and grocery retailers. The theoretical lens of this study is based on theories within relationship marketing, and two specific frameworks are applied in the thesis. The research method involved a case study with an iterative research process and an exploratory purpose utilizing qualitative methods for data collection and data analysis. The findings highlight several key factors influencing organic food sales: emphasizing the importance of aligning with supermarket managers' values, setting clear targets for organic food sales, and developing marketing plans for all key stakeholders. Furthermore, this study contributes to the theory by providing novel insights into relationship marketing research. / De senaste åren har försäljningen av ekologiska livsmedel i Sverige minskat, vilket har lett till nya utmaningar och möjligheter för olika aktörer inom livsmedelsindustrin. Den svenska livsmedelsindustrin arbetar mycket med hållbarhet och strävar efter att främja ett hållbartlivsmedelssystem. Ekologiska livsmedel är bara en del av ett hållbart livsmedelssystem och ett sätt för aktörer inom branschen att bidra till hållbar utveckling eftersom ekologiska livsmedel minskar förlusten av biologisk mångfald, som är ett av FN:s hållbarhetsmål. Detta kan göras genom att aktörerna inom branschen ökar sin ekologiska försäljning och förbättrar värdeerbjudandet för ekologiska livsmedel bland intressenterna för att åstadkomma en förändring och förhindra en ytterligare minskning av försäljningen. Dagligvaruhandlare och butiker har en viktig roll i detta sammanhang. Effektiva marknadsföringsstrategier för att främja den ekologiska försäljningen är dock ovanligt inom branschen. Därför undersöker den här studien strategier för att förbättra ekologiska livsmedels värdeerbjudande och öka försäljningen, med fokus på butikschefens och dagligvaruhandelns perspektiv. Den teoretiska linsen för denna studie är baserad på teorier inom relationsmarknadsföring, och två specifika ramverk tillämpas i forskningen. Forskningen är en fallstudie med en iterativ forskningsprocess och ett explorativt syfte med kvalitativa metoder för datainsamling och analys. Resultaten framhäver flera nyckelfaktorer som påverkar försäljningen av ekologiska livsmedel: vikten av att anpassa sig till butikschefens värderingar, fastställande av tydliga mål för försäljningen av ekologiska livsmedel och utveckling av marknadsföringsplaner för alla viktiga intressenter. Dessutom bidrar denna studie till teorin genom att ge nya insikter i forskning om relationsmarknadsföring.

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