University of Twente Student Theses

Let's Find The Mooo - tives for Buying Dairy! : The Factors Influencing the Intention to Purchase Organic Dairy Products among Indonesian University Students in The Netherlands

Lidwyanthi, Chariskha (2019) Let's Find The Mooo - tives for Buying Dairy! : The Factors Influencing the Intention to Purchase Organic Dairy Products among Indonesian University Students in The Netherlands.

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Abstract:	There is a rising interest among younger people, especially university students, in performing ethical consumption behaviour. This is confirmed by the extended Theory of Planned Behaviour as it has been vastly recognised as the theory used in related to ethical consumption behaviour. However, based on several studies, there are other factors that influence people’ intention to purchase ethical products; such as familiarity with and subjective knowledge of the logos or certifications, trust, and past experience with the products. In the Netherlands, dairy products play a large role as one of their staple foods as well as their national symbols. The Netherlands is a prime example in which these types of products are seen as top-selling organic products. By examining the country’s multicultural population, we can observe that it is comprised of 2.1 % Indonesian, one of the largest ethnic group presents. To that extent, Indonesian students who are studying at universities in The Netherlands were approached using an online survey with close-ended questions. In total, the data of 209 people were used for further analysis of their purchase intention of organic dairy products. This study concluded that people who have purchased and those who have not purchased organic dairy products have a slightly different motives behind their purchase intention. The attitudes towards purchasing organic dairy products with personal benefit in health concern and moral obligations appear as the predictors of purchase intention of organic dairy products among the two groups. Nevertheless, for the purchasers’ group, social influence (descriptive norms) also takes part in influencing consumer’s purchase intention. Finally, it was determined that past-experience with the products influences the purchase intention through the attitudes towards purchasing organic dairy products both with personal (health concern) and external benefits (environment and animal welfare concerns). Overall, the findings are expected to benefit the producers of organic dairy products by providing further insights for suitable marketing strategies targeted specifically to this type of market segmentation. Moreover, the recommendations discussed within this paper aim to give additional inputs for future research.
Item Type:	Essay (Master)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	05 communication studies
Programme:	Communication Studies MSc (60713)
Link to this item:	https://purl.utwente.nl/essays/77180
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