|
|
Consumer behaviour toward to healthy food
POLÁKOVÁ, Alžběta
The thesis deals with the motivations that consumers may have for buying healthy food. Shopping, as an act, was viewed by the Theory of Planned Behavior, which perceives intentions (in my case, the intention to buy healthy food) as a connection of 1) the norms that the individual holds, 2) with his attitudes, and 3) his possibilities to influence reality. These intentions then result in the purchase itself. In the thesis I present several ways in which healthy food can be defined, but at the same time I let the definition be determined by the respondents themselves. The method for the practical part of the work were questionnaires, partly with open answers, which were analyzed qualitatively by coding. The results of the research are retroactively inserted into the presented theory.
|
|
|
Attitudes and motivation towards sport betting in young people
Kovář, Filip ; Mudrák, Jiří (advisor) ; Šíma, Jan (referee)
Title: Attitudes and motivations of young people towards sport betting Objectives: To find out which factors significantly influence sport betting in young Czechs between the age of 18 and 30. Methods: Due to the quantitative nature of the research, the only used method was electronic survey. The survey was based on the theory of planned behaviour. It primarily sought information on independent variables (predictors) within this theory, which are attitudes, subjective norm and perceived control (in connection with sport betting). This part was adopted from a similar previous research. The intention and behaviour of the respondents as response variables were also surveyed in order to describe the relationships between independent and response variables. The sample consisted of 122 respondents, mostly active betters. Statistical methods such as correlation and regression analysis were used, followed by a final path analysis, which provided a model visualizing the relationships between the crucial variables. Results: All of the examined predictors within the theory of planned behaviour influence the intention to bet - the values are 0,241 for attitudes, 0,335 for subjective norm and -0,410 for perceived control. The negative value means that those with higher perceived control have lower intention to...
|
|
|
Beliefs and Consumption of Organic Food in Different Income Groups of Consumers
Kozánková, Barbora ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The present bachelor's thesis is concerned with a research on beliefs about organic food of five income groups of consumers. It aims to discover the motivational factors and barriers to organic food purchase in the individual income groups, to measure the average frequency of organic food purchase in the groups and to identify potential links between the researched phenomena. The literature review presented in the first part of the thesis provides the theoretical background, discussing organic food consumption trends in the Czech republic and the current research on demographic and psycholgical determinants of organic food consumption. The research is based on the theory of planned behaviour, which categorizes the determinants of behaviour and introduces the term "informational foundations," which are the main object of this study. The research employs quantitative method and works with two hypotheses, while trying to answer the researched problem by including exloratory elements as well. The study seeks to explain the current trends in organic food consumption by searching for links between personal income, the frequency of orgnic food purchase and the intenzity of beliefs about organic food. The findings of the present research can be employed in marketing and communiaction strategies. They...
|
|
|
How to Communicate Health? Campaigns by Ministry of Health of the Czech Republic in period 2012-2017
Posluchová, Lucia ; Rosenfeldová, Jana (advisor) ; Hejlová, Denisa (referee)
The subject of this bachelor thesis is public health campaigns and their influence on healthy behavioural change. It is focused on governmental campaigns created under the Ministry of Health of the Czech Republic in the period between 2012 and 2017. The objective of this thesis is to explore health campaigns' potential to improve the condition of public health and to open a discussion about fulfilling this potential in the Czech Republic. The theoretical part of the thesis introduces the concept of institutional communication and clarifies its main purposes with regard to the public welfare. In connection with stated purposes, it explains how public campaigns might lead to improvement of public health. The description of the behavioural change process is embedded in the theory of planned behaviour. The practical part of the thesis is dedicated to qualitative research, aiming to contribute to the understanding of the campaigns' perception. Special attention was devoted to their influence on behavioural change. Data from semi-structured interviews indicate, that campaigns give mostly negative impressions to recipients and their influence on healthy behaviour change is rather unlike.
|
|
|
Factors leading consumers to environmentally and socially responsible behaviour
Descubes, Irena ; Soukup, Jindřich (advisor) ; Dvořáček, Jiří (referee) ; Machková, Hana (referee)
What are the key antecedents, factors and moderators that influence environmentally friendly and socially responsible consumer behaviour? Individual consumers buy products and services not only for their intrinsic satisfactory functionalities. They make their consumption choices also because of specific extrinsic products/service abilities to affirm their lifestyle choice, i.e. enhance their self-concepts and satisfy their psychological needs. Given that despite the recent increase of interest in sustainable consumer behaviour, little is known on sustainable consumer aspirations, this study aims at filling the research gap in this area of academic research. This study investigates ad hoc literature in Lifestyle Strategic Marketing, Branding, Social Psychology and Self-Concept Theory applicable in Green and Fair Trade Operational Marketing . Mixed research methods are used in three distinct studies: (a) laboratory experiment, (b) SurveyMonkeyTM online questionnaire analyzed quantitatively, and (c) SPSS and SEM software data management and analysis. They are conducted in France and based on the common research models, i.e. the Theory of reasoned action (TRA) founded by Fishbein & Ajzen (1975) and the Theory of planned behaviour (TPB) coined by Ajzen (1991). Specific attitudes towards environmentally friendly and fair-trade products and services are derived from Value sets, Awareness of Consequences beliefs and Environmental Concern evaluations; therefore in the third partial study we adapt the research model proposed by Hansla et al. (2008). In all of them is employed a convenience sampling method that allows to gather between 109 and 350 respondents. Results allow for identification of salient factors influencing consumer purchasing intention and willingness to adopt and pay for both environmentally friendly and socially responsible products and/or services.
|
guest ::
