Date of Publication

8-2013

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Abstract/Summary

This paper determines the role by which certain behavioral beliefs have impact in shaping Attitude towards organic food, and Behavioral Intention to purchase organic food of consumers in Metro Manila. Behavioral Beliefs like concern for personal wellness, ethical identity, perception of quality of Organic Food, trust in Organic Food labels, willingness to put effort for Organic Food purchase, price sensitivity and knowledge about Organic Food, when combined together, shows significant impact in Attitude towards organic food purchase. On the other hand, Behavioral Intention towards organic food purchase shows to be affected by willingness to purchase Organic Food, knowledge about Organic Food, personal wellness and ethical Identity. The research also determines demographic and psychographic characteristics of the respondents by looking at their buying pattern, types of Organic Food purchased, frequency and common places to shop for the products as well as other characteristics that provides a better picture about the consumers within Manila in the Philippines.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG005436

Physical Description

129 leaves, color illustrations

Keywords

Consumer behavior; Consumers' preferences; Natural foods

Upload Full Text

wf_yes

Embargo Period

2-8-2022

Download

Share

COinS