Green food - to buy or not to buy?: A study of belief's influence on green food consumption of Chinese urban residents
Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
This student thesis deals with the influence of consumers' beliefs on the green food consumption of Chinese urban residents. The thesis uses and modifies Theory of Planned Behavior (TPB) model as the base. To collect the empirical data, the online questionnaire is conducted. The thesis finds out that several beliefs have impacts on the green food consumption of Chinese urban residents, and the self-efficacy belief is the most influencial belief.
Place, publisher, year, edition, pages
2013. , 62 p.
green food, green consumption, consumer behavior, consumers' belief
IdentifiersURN: urn:nbn:se:mdh:diva-19091OAI: oai:DiVA.org:mdh-19091DiVA: diva2:625427