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Query: faculty: "FEB" and publication year: "2011"

AuthorT.T.N. Pham
TitleDo consumers really want to have cheap organic foods and care about green packaging?
SupervisorE. van den Hende
Year2011
FacultyFaculty of Economics and Business
AbstractPrice and packaging are two of the most important factors that enormously influence consumers’ perception of product quality, product evaluation, and purchase decisions, especially when brand familiarity and product quality are unknown. Therefore, it’s the main aim of this study to examine the role of organic foods’ price and green packaging toward consumers’ perceived quality, product evaluation, and purchase intentions. More specifically, it aims to find an answer or guidelines for a prevailing real-life situation of food retailers and food-producing firms “Do consumers really want to have cheap organic foods and care about green packaging?” An experiment on price and packaging was carried out through online based questionnaire surveys, which involved 132 subjects. The results were tested and assessed mainly through two-way ANOVA and regression analyses. Results show that consumers evaluate products more positive or perceive it as of better quality when green packaging is used. More importantly, green packaging does significantly influence consumers’ purchase intentions. Regarding price, consumers tend to associate expensive organic foods with better quality and low priced organic foods with lower quality. However, regardless of whether price is low, medium, or expensive, it does not have any effect at all on consumers’ purchase intentions.
Document type scriptie master
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