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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laitinen, Pauliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-10T08:34:16Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-10T08:34:16Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/69836", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Luomutuotteet ovat tulleet entist\u00e4 suositummiksi kuluttajien keskuudessa viime vuosina. Luomukahvi valittiin tutkimuskohteeksi, sill\u00e4 kahvi on maailman suosituimpia juomia, ja luomukahvi on kasvattanut kuluttajien suosiotaan jo vuosikymmenien ajan. Suosion syiksi on ep\u00e4ilty muuttuvia arvoja. Tutkielma keskittyy selvitt\u00e4m\u00e4\u00e4n, mitk\u00e4 tekij\u00e4t vaikuttavat luomukahvin ostamiseen ja ostop\u00e4\u00e4t\u00f6ksen tekemiseen. Terveys ja ymp\u00e4rist\u00f6 ovat olleet esill\u00e4 motiiveina aiemmissa tutkimuksissa, ja n\u00e4iden lis\u00e4ksi ostoprosessi sovitetaan Icek Ajzenin kehitt\u00e4m\u00e4\u00e4n asenteisiin perustuvaan\nteoriaan. Teorian mukaan ostop\u00e4\u00e4t\u00f6kseen vaikuttavat asenteiden lis\u00e4ksi henkil\u00f6kohtaisesti omaksutut ymp\u00e4rist\u00f6n normit sek\u00e4 itsekontrolli. Mallia on\nmenestyksekk\u00e4\u00e4sti sovellettu aiemmissa luomuelintarvikkeiden tutkimuksissa,\nja yhdess\u00e4 aiemmassa luomukahvin ostomotiiveja selvitt\u00e4v\u00e4ss\u00e4 tutkimuksessa. Lis\u00e4ksi tutkittiin, vaikuttaako ostop\u00e4\u00e4t\u00f6kseen hinta, joka on useasti mainittu\nluomutuotteiden ostop\u00e4\u00e4t\u00f6st\u00e4 est\u00e4v\u00e4n\u00e4 tekij\u00e4n\u00e4. Tutkimus tehtiin kvantitatiivisella l\u00e4hestymistavalla. Aikaisempiin tutkimuskysymyksiin perustunut kysely toteutettiin Webropol-ohjelmalla. 82 vastausta ker\u00e4ttiin\nJyv\u00e4skyl\u00e4n yliopiston Kauppakorkeakoulun s\u00e4hk\u00f6postilistan kautta l\u00e4hetetyll\u00e4 viestill\u00e4. Suurin osa vastaajista oli nuoria ja naispuolisia, mik\u00e4 on tutkimusten\nmukaan vain yksi luomutuotteita ostava segmentti. Vastaukset analysoitiin SPSS ja SmartPLS- ohjelmilla. Lopputulos oli osittain yll\u00e4tt\u00e4v\u00e4, sill\u00e4 ymp\u00e4rist\u00f6\nja terveys eiv\u00e4t n\u00e4yt\u00e4 olevan merkitt\u00e4vi\u00e4 tekij\u00f6it\u00e4 luomukahvin ostossa. Kaikista parhaiten ostoa ennusti asenne luomukahvia kohtaan. Hinta ei\nmuodostunut merkitt\u00e4v\u00e4ksi esteeksi tutkittavalle otokselle. Terveys tai ymp\u00e4rist\u00f6 eiv\u00e4t olleet merkitt\u00e4vi\u00e4 motiiveja luomukahvin ostolle, vaikka teoria\npuolsi t\u00e4t\u00e4. Johtop\u00e4\u00e4t\u00f6ksen\u00e4 voidaan sanoa, ett\u00e4 liikkeenjohdolle hy\u00f6dyllisint\u00e4 on keskitty\u00e4 vaikuttamaan kuluttajan my\u00f6nteiseen asenteeseen luomukahvia\nkohtaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Organic products have become increasingly popular over the past few years. Organic coffee was chosen as a research object, since coffee is one of the most\npopular drinks in the world. Organic coffee has been growing its interest for decades, the reason of which is suspected to be changing values of consumers.\nThis research focuses on explaining which factors affect and lead to the purchase decision of organic coffee. Health and environment have been central in previous research, and on top of that theory of planned behavior by Icek Ajzen is taken as a part of the mode. According to the theory attitudes, subjective norms and perceived behavioral control affect any given behavior.\nThe model has been previously used to successfully explain the purchase of organic products, and in a study made related to organic coffee purchase motives. Moreover, it has been researched how price affects the purchase decision since it is often mentioned as a prohibiting factor in the literature. Quantitative approach was chose, and 82 responses were gathered using\nWebropol by sending a questionnaire to JSBE email list. Most of the respondents were young females, which is only one of the segments who buy organic coffee. The responses were analyzed using SPSS and SmartPLS\nprograms. The final results was partially surprising, since health and environment as motives do not play a major role in purchasing organic coffee. The best predictor for purchase was attitude. Price was not a remarkable\nprohibiting factor for purchase, even though the literature suggested it. To conclude, it could be said that the best decision for management of organic coffee producing companies is to influence the attitude of consumers to\nbecome as positive as possible.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-06-10T08:34:16Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-10T08:34:16Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "49", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "organic coffee", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "theory of planned behavior", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Why do consumers buy organic coffee? : environmental, health and price considerations", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202006104078", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kahvi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "luomuruoka", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "luonnonmukainen tuotanto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "coffee", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "organic food", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "organic production", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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