A Study of Consumer Buying Behaviour and Consumers' Attitude on Sustainable Production and Consumption in the Food and Beverage Sector
Kochina, Kristina (2019)
Kochina, Kristina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019051610103
https://urn.fi/URN:NBN:fi:amk-2019051610103
Tiivistelmä
Global consumption patterns are unsustainable. It becomes obvious that efficiency gains and technological advances are not sufficient enough to sustain global consumption. Therefore, consumers have to focus on sustainable consumption, while businesses integrate practices on sustainable production.
The purpose of this study was to examine consumers’ buying behaviour and consumers’ attitude on sustainable production and consumption in the food and beverage sector. The theoretical background of the study was based on the concepts of consumer buying behaviour, sustainability and sustainable development.
The empirical part of the study was conducted by a quantitative research method. The data collection was implemented through a structured online questionnaire that was designed in order to analyse an overall consumer buying behaviour and respondents’ motivation on shift-ing its current buying behaviour towards sustainable food choices.
The research findings showed a positive motivation and attitude of consumers to adjust to more sustainable consumption patterns and their willingness to contribute to the sustainability progress as an individual. It has been identified that it is becoming important for consumers to make preferences towards brands, which delivers performance based on sustainability.
Due to limitations in the researched population among students in Finland and geographical location, there are other possibilities to study the examined topic with future implementations of the research.
The purpose of this study was to examine consumers’ buying behaviour and consumers’ attitude on sustainable production and consumption in the food and beverage sector. The theoretical background of the study was based on the concepts of consumer buying behaviour, sustainability and sustainable development.
The empirical part of the study was conducted by a quantitative research method. The data collection was implemented through a structured online questionnaire that was designed in order to analyse an overall consumer buying behaviour and respondents’ motivation on shift-ing its current buying behaviour towards sustainable food choices.
The research findings showed a positive motivation and attitude of consumers to adjust to more sustainable consumption patterns and their willingness to contribute to the sustainability progress as an individual. It has been identified that it is becoming important for consumers to make preferences towards brands, which delivers performance based on sustainability.
Due to limitations in the researched population among students in Finland and geographical location, there are other possibilities to study the examined topic with future implementations of the research.