Globalization requires a new understanding of the effect of attitudes in the decision making process, particularly when regional differences arise from different cultural and social norms. Information behavior is the part of behavioral economics that explores decision making stakeholders - consumers, businessmen or politicians, under conditions of bounded rationality. For consumers it is primarily important to buy local products from family farms. The aim of the thesis was to verify the effectiveness of that model in the Czech Republic, especially to fill in the empirical aspect of behavioral economics, relating to consumer behavior under unclear information as well as normal environments, thus understanding the indirect effect of perception on product information. Today these issues are gaining in importance in developed countries as well as in the Czech Republic. The high probability of "never researching product information" resides more within consumers with negative attitudes toward global issues (30%) than in consumers with positive attitudes towards those issues (about 1%). Attitudinal changes affect decreases among those "never searching for product information" (by 30%) as well as increasing "search-rates" (by 60%). In other words, the changes in attitude have significant effects on consumer behavior (Spillover effect). Predicting decision making behavior under unclear information also shows important results. Changes of attitude toward nutrient security, milk of origin or ingredients is associated with relative changes in behavior. A change of attitude will reduce the probability to sometimes buy products with unclear (15%) and increases the probability of buying products with clear information (17%). Empirical research of behaviors under uncertainty are long-term projects, however methodologies may vary differentially. By connecting the theory of planned behavior to the theory of information, these theses fill in the issues of behavioral economics theory. The practical implication is a methodological approach of the model.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259588 |
| Date | January 2015 |
| Creators | Hrubá, Renata |
| Contributors | Kovářová, Kateřina, Čechura, Lukáš |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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