determinants of of consumption: case study on czech consumers jan urban, milan Ščasny, iva...
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Determinants of OF consumption:
Case study on Czech consumers
Jan Urban, Milan Ščasny, Iva Zvěřinová
Charles University Environment Center
8th International Conference of the European Society for Ecological EconomicsUniversity of Ljubljana, Slovenia30 June 2009
Outline of the presentation
Organic food consumption in the Czech Republic
The model and method Hypotheses The survey Results Conclusions
Organic food consumption in the Czech Republic
Source: BÖLW 2009
Organic food turnover per capita in the European Union in 2007 (€)
P/C expenditures in the CZ on OF (€)
Source: Václavík, 2008
2005 2006 2007
Knowledge and purchase of organic food in the Czech Republic
5% of households purchase organic food regularly 28% of households purchase organic food
occasionally 54% of households know organic food but do not
purchase 13% of households have not heard about organic
food
Source: Shopping Monitor (2008)
Reasons of organic food preference
57%52%
23%17%
0
10
20
30
40
50
60
70
health reasons withoutchemicals
better quality environmentalreasons
%
Source: Póč 2006
The model and method
Theory of planned behavior
Perceived Behavioral
Control
Behavioral Beliefs
Attitudes toward the Behavior
Intention Behavior
Control Beliefs
Normative Beliefs
Subjective Norms
Real Control over Behavior
Backgroundvariables- Socio-demographics- General attitudes etc.
Ajzen (1991)
Critique of TPB
Social influences are adressed insuficiently in TBP (only as perceived social pressures from significant others)– Social values, altruism
TPB does not address habitualisation
Method
Structural equation modelling (SEM)– Testing of assumed theoretical matrices of interrelationships
(variance-covariance matrix) against its empirical counterpart
– Advantages Can be used to test substantive theories (TPB model) Alows us to work with latent variables Explicitly takes into account measurment errors
– Disadvantages Theoretically sound model is needed Risk of data-mining Difficult to model discrete choice data
Survey and results
Data collection and corroboration
Original survey conducted in 2008 Adult population of Prague and Znojmo region in the
Czech Republic Structured interviews Prague (N=333), Znojmo region (N=355) Quota sampling (age, education, gender and size of
the place) Samples representative of the two regions Merged data file (N=688)
Characteristics of the samples and target populations
Prague (%) Znojmo region (%)
Gender
male 47 47 49 49
female 53 53 51 51
Education
elementary 11 11 27 27
high school without leaving examination 30 30 43 43
high school 33 33 22 22
college 6 6 3 3
university 20 20 6 6
Age
18-39 41 41 44 44
40-59 39 39 36 36
60-79 20 20 19 19
Reasons of organic food purchase
Reasons of organic food purchase %
Healthier than conventional food 59
Taste better than conventional food 22
I like testing new things 19
Environmentally friendlier production 9
Organic food is „in“ 2
Other reasons 7
100%=92 respondents (bought organic food in last 2 weeks), multinominal choice, ≠100%
Purchase of OF by the household
Did you buy OF this year?
Did you buy OF over the last 2 week?
29 % #
13 % #
Expenditures/ 14 daysAverage all 1.37€ #
Average buyers 10.96 #
Structure of organic food expenditures
Household bought
organic food this year (%)
Household bought organic food in last two weeks
(%)
Average organic food expenditures in
last two weeks /€/
beef 4 0,7 10
poultry 4 1 6
milk 8 6 89
cheese 9 5 3
yoghurts 16 10 4
butter 3 2 3
eggs 4 2 2
fruit and vegetables 8
bread 6
pastries and rise 12
100%=688 respondents (the whole sample), multinominal choice, tj. ≠100%
Model of TPB
Perceived Behavioral
Control
Behavioral Beliefs
Attitudes toward the Behavior
Intention Behavior
Control Beliefs
Normative Beliefs
Subjective Norms
Real Control over Behavior
Backgroundvariables
- Socio-demographics
- General values etc.
(Ajzen 1991)
Tested model
Backgroundvariables
- Socio-demographics
- General values etc.
(Ajzen 1991)
Perceived Behavioral
Control
Behavioral Beliefs
Attitudes toward the Behavior
Intention Behavior
Control Beliefs
Normative Beliefs
Subjective Norms
Real Control over Behavior
Habitualisation
BARRIERS
ATTITUDE
SOCNORMS
INTENTIO
BIO_RATI
0;
e1
1
0;
e2
1
MODEL 1
BARRIERS
ATTITUDE
SOCNORMS
,21
INTENTIO
,17
BIO_RATI
,09
,19
,42
e1
e2
,26
,05
-,03
,33,34
MODEL 1
BARRIERS
ATTITUDE
SOCNORMS
INTENTIO
BIO_RATI
0;
e1
1
0;
e2
1
HABIT
MODEL 2
BARRIERS
ATTITUDE
SOCNORMS
,47
INTENTIO
,18
BIO_RATI
,03
,13
,35
e1
e2
,26
,05
-,03
,23,34
HABIT
,53
,11,17
,19 ,27
MODEL 2
INTENTIO
BIO_RATI
0;
e1
1
0;
e0
1
0
attitudes
0;
e10
1
ATT_AVAI
ATT_FOOL
ATT_MOCK
ATT_TREN
ATT_ENVI
ATT_HEAL
ATT_QUAL
ATT_TAST
0;
e21
0;
e31
0;
e41
0;
e51
0;
e61
0;
e71
0;
e81
0;
e91
1
0
social norms
0;
e111
SOC_PART SOC_PARE SOC_KIDS SOC_FRIE SOC_COWO
0;
e12
10;
e13
10;
e14
10;
e15
1 0;
e16
1
0
barri
BAR_PRIC
BAR_ASSO
0;
e181
0;
e191
1
0;
e21
1
BAR_GROC
BAR_SUPE
0;
e231
0;
e221
1
MODEL 3
,23
INTENTIO
,16
BIO_RATI
,40
e1
e0
,00
attitudes
e10
,00
ATT_AVAI
,30
ATT_FOOL
,11
ATT_MOCK
,01
ATT_TREN
,38
ATT_ENVI
,65
ATT_HEAL
,34
ATT_QUAL
,27
ATT_TAST
e2
e3
e4
e5
e6
e7
e8
e9
,03
,55
,33
,11
,62
,80
,58
,52
,43
,00
social norms e11
,90
SOC_PART
,66
SOC_PARE
,77
SOC_KIDS
,91
SOC_FRIE
,73
SOC_COWO
e12 e13 e14 e15 e16
,18
,81 ,88
,00
barri
,13
,23
BAR_PRIC
,39
BAR_ASSO
e18
e19
,62
e21
,96 ,86,95
,01
,58
BAR_GROC
,47
BAR_SUPE
e23
e22
,76
,69
,48
MODEL 3
INTENTIO
BIO_RATI
0;
e1
1
0;
e0
1
0
attitudes
0;
e10
1
ATT_AVAI
ATT_FOOL
ATT_MOCK
ATT_TREN
ATT_ENVI
ATT_HEAL
ATT_QUAL
ATT_TAST
0;
e21
0;
e31
0;
e41
0;
e51
0;
e61
0;
e71
0;
e81
0;
e91
1
0
social norms
0;
e111
SOC_PART SOC_PARE SOC_KIDS SOC_FRIE SOC_COWO
0;
e12
10;
e13
10;
e14
10;
e15
1 0;
e16
1
0
barri
BAR_PRIC
BAR_ASSO
0;
e181
0;
e191
1
0;
e21
HABIT
1
BAR_GROC
BAR_SUPE
0;
e231
0;
e221
1
MODEL 4
,42
INTENTIO
,16
BIO_RATI
,33
e1
e0
,00
attitudes
e10
,00
ATT_AVAI
,30
ATT_FOOL
,11
ATT_MOCK
,01
ATT_TREN
,38
ATT_ENVI
,65
ATT_HEAL
,34
ATT_QUAL
,27
ATT_TAST
e2
e3
e4
e5
e6
e7
e8
e9
,04
,54
,33
,11
,62
,81
,58
,52
,29
,00
social norms e11
,90
SOC_PART
,66
SOC_PARE
,77
SOC_KIDS
,91
SOC_FRIE
,73
SOC_COWO
e12 e13 e14 e15 e16
,13
,81 ,88
,00
barri
,07
,23
BAR_PRIC
,39
BAR_ASSO
e18
e19
,63
e21
HABIT
,56
,11
,96 ,86,95
,00
,57
BAR_GROC
,47
BAR_SUPE
e23
e22
,76
,69
,48
MODEL 4
Fit of the models
df chi-square P (chi-test) NFIRMSEA LOW P(RMSEA)
AIC (default)
AIC (saturated)
model 1 2 .552 .759 .999 .000 .946 36.552 40.000model 2 2 .591 .744 .999 .000 .942 50.591 54.000model 3 149 885.527 .000 .856 .079 .000 1005.527 418.000model 4 166 987.490 .000 .849 .080 .000 1115.490 460.000
• „Simple“ model based on TPB fits the data reasonably well • Including habitualization in the model does not worsen its fit
habitualization plays an important role in the model of OF consumption
• The model with latent variables provides some exploratory insights into mechanism driving organic food consumption• However, this model fits the data rather poorly
Conclusions /1/
Conceptual model of TPB is a usefull tool for exporing organic food consumption– Attitudes seem to have highest impact on intent– Perceived barriers seem to have lowest impact
both on intent and behavior– Only relatively small proportion of variability of
behavior is explained (cca 18%)
Conclusions /2/
Including habitualisation in the model is sound
Habitualisation increases proportion of explained varibility of intent by as much as explain 20%
Habitualisation has minimal effect on behavior (which we would expect)
Conclusions /3/
TBP elaborated… Attitudes
– Health-related attitudes by far the most important; envi-att. play a secondary role
Social norms– Social norms related to partner and friends have the highest effect– Social norms related to parents and kids are relatively secondary
Perceived barriers– Most important: insufficient availability of OF in grocery stores and
supermarket– Price is a secondary barrier
Acknowledgement
This research has been supported by National Czech Foundation GAČR No. 403/08/1694, Application of the model of environmentally significant behavior in the Czech Republic. We also gratefully acknowledge support from the Ministry of Education, Youth and Sports of the Czech Republic, Grant No. 2D06029 "Distributional and social effects of structural policies" funded within National Research Program II. Also this support is gratefully acknowledged.
