Organic food labelling and its influence on Generation Y´s purchase behavior on German market

Fiala, Jan

The Diploma Thesis examines the perception, influence and role of organic food labelling on the German market in connection with the consumer behavior of Generation Y as organic food products have become of high interest over the last decade. This thesis also examines the main factors having an impact during decision-making process while purchasing organic food. In the theoretical part the relevant topics are introduced and discussed, such an organic food, labelling system, consumer behavior or Generation Y. Practical part deals with gathering primary data through online questionnaires (n = 185) and in-depth interviews (n = 14) and their analyzing and evaluation in statistical software. Both information and data gathered from secondary and primary research help form recommendations for economic subjects producing and selling organic food products and placing special labels on their packages.

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