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Customer Perceptions of Organic Certification Standards
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Along with the organic food market development, two directions within the industry has appeared, the traditional organic farming and the biodynamic organic farming. The thesis aimed to derive at which organic certification of organic food in the Swedish food market is most appropriate to the organic movement, based on customer perceptions of Swedish University students. The thesis looked at KRAV, a certifier of traditional organic farming, and Demeter, a certifier of biodynamic organic farming. A quantitative method was used to gain a deeper understanding of the consumer perceptions of organic certification standards and the comparison of KRAV and Demeter, and which certification consumers preferred. A survey was distributed in order to find out the consumer perceptions. The findings of the thesis were split into two parts, each answering one research question. The first part showed that people adhered to the standards of Demeter, with average means skewed towards their side of the scale. The second part identified five hypotheses to be tested against each other, and found customer confusion to be the main impacting factor of consumer perceptions of organic food standards.

Place, publisher, year, edition, pages
2019. , p. 56
Keywords [en]
Organic certifications, eco-labels, organic agriculture, resource circulation, resource nourishing, GMO, Biodynamic Farming
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44279ISRN: JU-IHH-FÖA-1-20190943OAI: oai:DiVA.org:hj-44279DiVA, id: diva2:1322007
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-27 Created: 2019-06-10 Last updated: 2019-06-27Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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More languages
Output format
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