The influence of Slovak consumer lifestyle on purchasing behaviour in the consumption of organic food
ISSN: 0007-070X
Article publication date: 14 February 2023
Issue publication date: 4 July 2023
Abstract
Purpose
Health is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy lifestyle (want to live healthy) have an influence on the tendency to buy organic food.
Design/methodology/approach
The analysis of secondary data dealing with the issue was supplemented by primary data. In order to meet the main aim, a preliminary objective was set which was to determine the influence of socio-demographic factors on the recommended lifestyle. Specifically, the largest statistically significant difference in influence on healthy lifestyle was gender, followed by education and age. The survey was conducted in the period of January–May 2019 on a sample of 1,373 respondents from Slovakia.
Findings
The data was evaluated by means of selected specific statistical methods (Kruskal–Wallis test, Man-Whitney test and Decision tree methodology). The results of the research verified that the lifestyle of Slovak consumers has an influence on the consumption of organic products and that people who practise healthy eating buy organic food more often. Our research has shown that lifestyle is increasingly influencing consumer purchasing behaviour.
Originality/value
The results showed that today's healthy lifestyle increases the demand for healthy food among potential consumers. Furthermore, the presented results of our research in Slovakia could establish some basis for conducting similar research in other European countries.
Keywords
Acknowledgements
The authors are thankful to the project VEGA No. 1/0012/22 “Innovative business models of retail outlets based on geomarketing data and their influence on the creation of the value base offer and food retail chains in the digital period”.
Citation
Jánská, M., Žambochová, M. and Kita, P. (2023), "The influence of Slovak consumer lifestyle on purchasing behaviour in the consumption of organic food", British Food Journal, Vol. 125 No. 8, pp. 3028-3049. https://doi.org/10.1108/BFJ-07-2022-0618
Publisher
:Emerald Publishing Limited
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