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Determinanten zur Kaufentscheidung biologischer Produkte

Determinanten zur Kaufentscheidung biologischer Produkte

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich Psychologie - Wirtschaftspsychologie, Note: 1,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Veranstaltung: Empirisches Projekt, Sprache: Deutsch, Abstract: Immer mehr Menschen entscheiden sich beim Kauf bestimmter Produkte für biologisch produzierte. Dabei ist dieser Trend nicht nur national in Deutschland zu beobachten. Der Konsum von Bio-Produkten steigt weltweit. Zahlreiche Studien haben sich bereits damit beschäftigt, was diesen Trend auslöst. Übereinstimmend kamen sie zum Schluss, dass die Kaufentscheidung durch persönliche Motive ausgelöst wird. Ein besonderes Augenmerk in dieser Studie wird dabei auf die Determinanten für eine Kaufentscheidung gelegt. Reicht es also aus, dass Produkte eines der vielen Bio-Siegel tragen oder gibt es weitere Gründe? Der Fragebogen dieser Untersuchung besteht aus einem Reaktionstest zur Messung der impliziten Meinung sowie einer Testbatterie. In dieser werden diverse soziodemografische Daten sowie die Kaufhäufigkeit von biologisch und konventionell hergestellten Produkten abgefragt. Zudem werden Zusatzinformationen, die beim Kauf von Produkten als wichtig erscheinen erhoben. An der Studie nahmen insgesamt 115 Personen teil. Davon waren 47 % Frauen, 51 % Männer und 2 % Divers. Durchschnittlich waren die Befragten 30 - 34 Jahre alt. Nach der Auswertung der Daten konnten Korrelationen zwischen der Kaufhäufigkeit von Bio-Produkten dem Umweltbewusstsein der Konsumenten gefunden werden. Ein wichtiger Moderator dieser Ausprägung ist die Regionalität der Produkte. Das spricht dafür, dass das Merkmal Umweltbewusstsein als wichtige Determinante zur Kaufentscheidung betrachtet werden kann. Die implizite Meinung der Konsumenten trägt nicht signifikant zur Kaufentscheidung bei. Ebenfalls wurde eine Korrelation zwischen dem Preis und der Kaufhäufigkeit hergestellt. Hierbei wurde aber festgestellt, dass der Preis mit zune


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Product Details
  • ISBN-13: 9783346432735
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346432734
  • Publisher Date: 15 May 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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