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En studie om hur varumärkens samexponering med ekomärkningen KRAV påverkar konsumenters köpbeteende i butik
The behaviour of consumers has changed rapidly during the last decade, and a healthy lifestyle and an environmental mindset has become part of everyday life. This is also something that has become prominent in the supermarkets, where the organic products are increasingly winning shelf space. Several consumer behaviour studies have shown that the attitudes towards organic products and labels are predominantly positive. According to traditional marketing theory, these kind of attitudes should affect consumers? purchase intentions in a positive manner, as well as the actual purchase behavior. However, when it comes to organic products this is something that is not yet supported in research. In contrast to theory, there seems to be a gap between attitude and behaviour regarding organic and ecolabelled products. The authors of the thesis investigate this gap by looking at the Swedish ecolabel KRAV and how consumer behaviour is affected when two brands within the categories coffee and canned tomato are co-exposed with the ecolabel. The in-store study shows that increased exposure of a brand together with the ecolabel KRAV, does not have a significantly positive effect on consumer behaviour or the sales of the products examined in the study. In contrast to theory, the results show on an negative trend. Why consumers choose not to buy organic and KRAV-labelled products can partly be explained through unconscious processes. Even though the overall attitude towards the ecolabel KRAV and organic food is positive, deeper underlying attitudes and habits, combined with time pressure and uncertainty, determines whether consumers perceive a message and how they will respond to it.