Exploration of consumer responses to organic food pricing
Name
1262990598-MIT.pdf
Size
2.05 MB
Format
Adobe PDF
Checksum (MD5)
e83cdd344a77e211049ec6400cdfe922
Author(s)
Fadaie, Ameneh.
Advisor(s)
Steven D. Eppinger.
Date Issued
2020
Publisher
Massachusetts Institute of Technology
Abstract
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.
Description
Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and Management Program, May, 2020
Cataloged from the official version of thesis.
Includes bibliographical references (pages 59-62).
Subjects
Integrated Design and Management Program.
Engineering and Management Program.
System Design and Management Program.
MIT Department
Massachusetts Institute of Technology. Integrated Design and Management Program
Massachusetts Institute of Technology. Engineering and Management Program
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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.
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