ETHICAL BEHAVIOUR: FACTORS INFLUENCING INTENTION TO BUY ORGANIC PRODUCTS IN LITHUANIA

Abstract

During the latest decades economical and social problems had a great influence for society in shaping its ethical behaviour. Consumers started to perceive ethical consumption as a tool to lead society to better and healthier world. Therefore, companies have reacted to changing consumer preferences and offered various ethical products. As the importance of ethical products increased, it is crucial to determine the reasons of ethical consumer behaviour and factors influencing it. The researches made in emerging economies (like Lithuania) on ethical consumption are very limited, therefore neither factors influencing ethical consumer behaviour, neither problems limiting it were determined in Lithuania yet. As the term ethical is quite broad, in this study one form of ethical products – organic products were chosen. The aim of this research was to determine the factors that influence the intention to buy organic products. Based on the models of Tarkiainen, Sundqvist (2005), Ahmad, Juhdi (2010) and Zhen, Mansori (2012), the research model was developed. It identified the influence of consumer ethical beliefs, concern about product safety, concern about health, and two moderating variables: product price and product availability, on the intention to buy organic products. Quantative survey was carried out among 406 Lithuanian respondents.

DOI: http://dx.doi.org/10.5755/j01.em.19.1.4991