Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
CSR determinants of consumers' purchase of organic food: A cross-cultural comparison between China and Sweden
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis [Artistic work]
Abstract [en]

The purpose of this thesis is to describe the determinants of corporate social responsibility (CSR) that are: community support, diversity, employee support, environment, overseas operations, and product, on consumers’attitude towards purchasing of Organic food brands with Individualism as a moderator. It obtains a quantitative method by the deductive approach. Also, the probability and non-probability sampling select random Chinese and Swedish people above the age of 18. Data collection is by a survey using online questionnaires. Independent sample T-Test compare the means of two samples, factor analysis determines CSR activities and dimensions, and multiple regression employs a description of determinants of CSR dimensions on consumers attitude and purchase. Not to mention the factor analysis and regression analysis are on both samples separately to demonstrate a cross- cultural comparison.The results support previous studies that CSR activities play a crucial role in consumers’ attitude. However, not purchase. Individualism has no impact that moderates this role. Also, demographics do not impact consumers’ purchase,but income impact consumers’ attitude. Cross-cultural comparison for this role shows that it is convergent in Overseas operations and income groups among Chinese consumers. However, it is not convergent among Swedish consumers. Also, the higher the income group of Chinese consumers, the better is their attitude.The thesis gains knowledge that Organic food brands can use CSR activities to influences consumers’ attitude but not purchasing behavior, and organic food brands can tailor their CSR activities according to the target market income group.There is no prior research covering Individualism as a moderator to this influence coupled with Chinese and Swedish as a cross-cultural comparison. Therefore, this thesis is a unique, original, and valuable opportunity to cover this limitation.

Place, publisher, year, edition, pages
2019. , p. 145
Keywords [en]
Corporate social responsibility, Organic food, Attitude, Purchase, Individualism
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-84671OAI: oai:DiVA.org:lnu-84671DiVA, id: diva2:1321038
Educational program
Marketing, Master Programme, 120 credits
Supervisors
Examiners
Available from: 2019-06-28 Created: 2019-06-06 Last updated: 2019-07-08Bibliographically approved

Open Access in DiVA

fulltext(1571 kB)61 downloads
File information
File name FULLTEXT01.pdfFile size 1571 kBChecksum SHA-512
63d76130376b85d145e144be797c1d043655759b77907d456f41176d8a7cd28658c8796ba25a8f832cc0f4aa109108cc40e669de428923e781f6beec9664dea5
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Jandali Rifai, Mohamad KhairWang, Yong
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 61 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 462 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf