The determinants of consumer behaviour of students from Brno when purchasing organic food

Open access


The subject of this paper is the analysis of consumer behaviour in the organic market, focused on the behavior of students from Brno. Our study brings information which can potentially be used for further research and will also be useful for organizations with a practical interest in the production sale and distribution of organic food. To investigate the influence of the various factors was used the extended model of Theory of Planned Behaviour (TPB). In the current concept, there is no research in the Czech Republic that would apply the approach of Yadav and Pathak (2016) to examine of consumer behaviour on the sample of students, i.e. young Czech generations who are a potential target group. The theoretical part deals with the concept of consumer behaviour, based on the findings of the latest studies, dealing with this topic. In the practical part, the own research is presented, realized on a sample of 403 young consumers, studying in the second largest city of the Czech Republic, the city of Brno. In the Czech Republic, the young consumer is influenced mainly by factors such as personal attitude and subjective norms. Limitations of this study are the fact that in our questionnaire we were interested in how the consumer viewed the purchase of organic food in general and not how they view the purchase of individual organic products and that the research may be limited by the fact that the questionnaire was aimed solely at the younger generation of consumers studying in Brno, the second largest city in the Czech Republic. The behaviour of the younger generation has received little investigation, and in the Czech Republic, there is a lack of research on the behaviour of this sector.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • AHMED R. & RAHMAN K. (2015). Understanding the consumer behaviour towards organic food: a study of the Bangladesh market. IOSR Journal of Business and Management17(4) 49-64. DOI: 10.9790/487X-17464964

  • ALLEN G. J. & ALBALA K. (Eds.). (2007). The business of food: encyclopedia of the food and drink industries. Conn.: Greenwood Press. ISBN 03-133-3725-X

  • AJZEN I. (1991). The theory of planned behavior. Organizational behavior and human decision processes 50(2) 179-211.DOI: 10.1016/0749-5978(91)90020-T

  • AJZEN I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics 70(2) 121-138. DOI: 10.13128/REA-18003

  • ARMITAGE C. J. & Conner M. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British journal of social psychology 40(4) 471-499. DOI: 10.1348/014466601164939

  • ARVOLA A. VASSALLO M. DEAN M. LAMPILA P. SABA A. LÄHTEENMÄKI L. & SHEPHERD R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite 50(2-3) 443-454. DOI: 10.1016/j.appet.2007.09.010

  • ARYAL K. P. CHAUDHARY P. PANDIT S. & SHARMA G. (2009). Consumers’ willingness to pay for organic products: a case from Kathmandu valley. Journal of Agriculture and Environment 10 15-26. DOI: 10.3126/aej.v10i0.2126

  • CHEN M. F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and preference 18(7) 1008-1021. DOI: 10.1016/j.foodqual.2007.04.004

  • DEAN M. RAATS M. M. & SHEPHERD R. (2008). Moral Concerns and Consumer Choice of Fresh and Processed Organic Foods 1. Journal of Applied Social Psychology38(8) 2088-2107. DOI: 10.1111/j.1559-1816.2008.00382.x

  • DONALD I. J. COOPER S. R. & CONCHIE S. M. (2014). An extended theory of planned behaviour model of the psychological factors affecting commuters' transport mode use. Journal of environmental psychology40 39-48. DOI: 10.1016/j.jenvp.2014.03.003

  • DOWD K. & BURKE K. J. (2013). The influence of ethical values and food choice motivations on intentions to purchase sustainably sourced foods. Appetite69 137-144. DOI: 10.1016/j.appet.2013.05.024

  • EAGRI (2016). Aktuální témata. Biopotraviny [online]. Ministerstvo zemědělství. [cit. 2017-01-07]. Retrieved from:

  • EAGRI. (2017). Ministerstvo zemědělství. Loga pro ekologické zemědělství. [online]. Ministerstvo zemědělství. [cit. 2017-01-07]. Retrieved from:

  • EFFENDI I. Ginting P. LUBIS A. N. & FACHRUDDIN K. A. (2015). Analysis of consumer behavior of organic food in North Sumatra Province Indonesia. Journal of Business and Management 4(1) 44-58. DOI. 10.12735/jbm.v4i1p44

  • EGER L. (2015). Is Facebook a similar learning tool for university students as LMS?. Procedia-Social and Behavioral Sciences 203 233-238. DOI: 10.1016/j.sbspro.2015.08.287

  • FiBL. (2014). Media release. European organic market continued to grow in 2014. [online]. Ifoam-eu. [cit. 2017-01-20]. Retrieved from:

  • FRÝDLOVÁ M. & VOSTRÁ H. (2014). Determinants influencing consumer behaviour in organic food market. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 59(7) 111-120. DOI: 10.11118/actaun201159070111

  • GIL J. M. & SOLER F. (2006). Knowledge and willingness to pay for organic food in Spain: Evidence from experimental auctions. Acta Agriculturae Scand Section C3(3-4) 109-124. DOI: 10.1080/16507540601127656

  • HRABALOVÁ A. ŠEJNOHOVÁ H. (2015). Prezentace. Statistika a trendy vývoje ekologického zemědělství v ČR. [online]. Konference Biosummit. [cit. 2017-01-20]. Retrieved from:

  • HRABALOVÁ A. (2016). Zprávy. Ekologické zemědělství a biopotraviny v ČR. [online]. bio-info. [cit. 2017-01-20]. Retrieved from:

  • HUGHNER R. S. MCDONAGH P. PROTHERO A. SHULTZ C. J. & STANTON J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour: An International Research Review6(2-3) 94-110. DOI: 10.1002/cb.210

  • LEA E. & WORSLEY T. (2005). Australians' organic food beliefs demographics and values. British food journal107(11) 855-869. DOI: 10.1108/00070700510629797

  • MAGNUSSON M. K. ARVOLA A. KOIVISTO HURSTI U. K. ÅBERG L. & SJÖDÉN P. O. (2001). Attitudes towards organic foods among Swedish consumers. British food journal103(3) 209-227. DOI: 10.1108/00070700110386755

  • MAKATOUNI A. (2002). What motivates consumers to buy organic food in the UK? Results from a qualitative study. British Food Journal104(3/4/5) 345-352. DOI: 10.1108/00070700210425769

  • PAGIASLIS A. & KRONTALIS A. K. (2014). Green consumption behavior antecedents: Environmental concern knowledge and beliefs. Psychology & Marketing31(5) 335-348. DOI: 10.1002/mar.20698

  • PÓČ I. (2006). Prezentace. Potenciál BIO potravin na českém trhu - Marketingová studie. [online]. slideplayer. [cit. 2019-02-20]. Retrieved from:

  • SMITH S. & PALADINO A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal (AMJ)18(2) 93-104. DOI: 10.1016/j.ausmj.2010.01.001

  • SQUIRES L. JURIC B. & BETTINA CORNWELL T. (2001). Level of market development and intensity of organic food consumption: cross-cultural study of Danish and New Zealand consumers. Journal of Consumer Marketing18(5) 392-409. DOI: 10.1108/07363760110398754

  • SUH B. W. EVES A. & LUMBERS M. (2012). Consumers' Attitude and Understanding of Organic Food: The Case of South Korea. Journal of foodservice business research15(1) 49-63. DOI: 10.1080/15378020.2012.650524

  • ŠÁNOVÁ P. (2008). Zkrácený článek. Biopotraviny – aktuální trend ve spotřebě potravin. [online]. Česká společnost pro jakost. [cit. 2017-01-07]. Retrieved from:

  • ŠČASNÝ M. URBAN J. & ZVĚŘINOVÁ I. (2013). Environmentally significant behaviour in the Czech Republic: Energy food and transportation. Karolinum Press. ISBN: 9788024620763

  • TARKIAINEN A. & SUNDQVIST S. (2005). Subjective norms attitudes and intentions of Finnish consumers in buying organic food. British food journal107(11) 808-822. DOI: 10.1108/00070700510629760

  • TECHSCI RESEARCH. (2015). Report. Global Organic Food Market Forecast and Opportunities 2020 [online]. TechSci Research. [cit. 2017-01-20]. Retrieved from:

  • THØGERSEN J. (2002). Direct experience and the strength of the personal norm–behavior relationship. Psychology & Marketing19(10) 881-893. DOI: 10.1002/mar.10042

  • UBRAN J. A. N. ZVĚŘINOVÁ I. & ŠČASNÝ M. (2012). What motivates Czech consumers to buy organic food?. Sociologicky casopis48(3) 709.

  • VOON J. P. NGUI K. S. & AGRAWAL A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling.

  • WILLER H. & LERNOUD J. (2018). The world of organic agriculture: statistics and emerging trends 2018. Research Institute of Organic Agriculture FiBL IFOAM – Organics International.

  • YADAV R. & PATHAK G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite96 122-128. DOI: 10.1016/j.appet.2015.09.017

  • YAZDANPANAH M. & FOROUZANI M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production107 342-352. DOI: 10.1016/j.jclepro.2015.02.071

  • ZAGATA L. (2012). Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic. Appetite59(1) 81-89. DOI: 10.1016/j.appet.2012.03.023

  • ZÁMKOVÁ M. & PROKOP M. (2013). Consumers behaviour of students when shopping for organic food in the Czech Republic. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis61(4) 1191-1201. DOI: 10.11118/actaun201361041191

  • ZVĚŘINOVÁ I. URBAN J. & ŠČASNÝ M. (2011). Why do Czech consumers purchase organic food?. In: Prague: 3 rd Scientific Conference.

  • ŽIVĚLOVÁ I. & CRHOVÁ M. (2013). Organic food market in the Czech Republic. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis61(2) 539-546. DOI: 10.11118/actaun201361020539

Journal information
Impact Factor

CiteScore 2018: 0.66

SCImago Journal Rank (SJR) 2018: 0.21
Source Normalized Impact per Paper (SNIP) 2018: 0.682

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 273 273 50
PDF Downloads 252 252 28