| Abstract [eng] |
The market for organic food products is experiencing consistent growth in Lithuania and abroad. Growing consumer awareness regarding environmental protection and health is mainly driving this market expansion. To continue successfully developing the organic food market, researchers are actively analyzing consumer behavior and the factors influencing the intention to purchase these products. Consumer trust in organic food products is attracting increasing attention from researchers, as it is identified as a key factor that can influence positive consumer behavioural intentions. Since consumers have no way of verifying whether an organic food product truly delivers the environmental and health benefits attributed to it, they are forced to rely on the organic certification and the actors in the organic food market. However, trust in organic food products is examined only superficially, there is a lack of studies that systematically identify the factors influencing its development. Furthermore, while most studies to date have identified a positive effect of trust on the intention to purchase organic food, little is known about how this factor influences other types of behavioural intentions, such as the intention to pay more. For these reasons, the final project focuses on the following research question: how does trust in organic food products, shaped by various factors, affects consumer’s behavioural intentions? |
