Motivations and the effects of values relating to the consumption of bio foods

Abstract

The aim of the study is to examine the psychological and demographic factors influencing the consumption of bio foods. The motivations for consuming bio foods and the effect of values were investigated among students. The respondents consider bio foods as healthier, of better quality, more environmental conscious but more expensive than traditional foods. All in all the respondents have positive attitudes relating to bio foods. Consuming bio foods just for fashion and its prestige is not typical among the consumers. The blocking factors of consumption include the price of bio foods and disbelief in the production way. On the basis of the Rokeach Value Survey traditional values such as self-respect, sense of accomplishment and inner harmony are the most important factors for the respondents. Respondents living in independent households with children find the comfortable, exciting and joyful life and even the social recognition important. As in the values of the respondents family has an outstanding role, this could be utilized during marketing communications.