Návrh typologie spotřebitelů na trhu s bio živočišnými a rostlinnými produkty

Abstract

This thesis focuses on consumer behaviour in the market for organic food products of both animal and plant origin. The main goal was to propose a typology of consumers based on their attitudes towards organic food and then describe the demographic characteristics of each group. The data was collected using a quantitative method called CAWI (Computer-Assisted Web Interviewing). The research sample consisted of 299 respondents over the age of 18. The collected data was analysed using factor analysis and then cluster analysis, which helped to identify four types of consumers: lifestyle-oriented, environmentally conscious, price-sensitive, and those influenced by advertising and social factors. The thesis presents the attitudes of different respondent groups and opens the way for further research into consumer behaviour in the field of organic food.