Exploration of consumer responses to organic food pricing

In this research, we aimed to understand how we can motivate customers to make more responsible choices in regard to organic food purchases. Also, we studied how customers' purchase attitude and their purchase behavior differ from each other. We designed four different kind of experiments to examine whether different pricing, consensus principle, environmental and health benefits awareness can have impacts on the number of organic purchases. We also had sale experiment and online survey to study if customer's attitude and behavior are different from each other. The findings in this study suggest that there is no significant difference between the organic purchase behavior and customers' purchase intent. Moreover, we found that there are no significant differences between different experiments and treatments. However, our results reveal that baby boomers were more willing to purchase organic pecans compared to generation X.

Name thesis:degree_name

Master

Department dc:contributor.department

Massachusetts Institute of Technology. Integrated Design and Management Program

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2020

Author dc:creator

• Fadaie, Ameneh.

Advisor dc:contributor.advisor

• Steven D. Eppinger.

• Integrated Design and Management Program.
• Engineering and Management Program.
• System Design and Management Program.

Statement dc:rights

• MIT theses may be protected by copyright. Please reuse MIT thesis content according to the MIT Libraries Permissions Policy, which is available through the URL provided.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

https://hdl.handle.net/1721.1/132813

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/132813