ABSTRACT

This article examines the willingness of consumers in Germany to purchase unpackaged food products. A two-step approach was used to determine and analyze factors potentially influencing the purchase intention: a focus group was asked about aspects and motives for purchasing intentions as a qualitative method. Starting with this research, hypotheses were derived based on the gained insights as well as the theory of planned behavior (TPB). Thus, an explanatory model was set up. To test our hypotheses, a data set of 1,894 persons was generated using an online survey. The study integrates various perspectives on unpackaged food from the consumers’ point of view, such as ethical and egoistic motives for buying in relation to attitude, subjective norm as well as limitations of personal and external resources and explains their effects on the intention to buy. Since consumer decisions play a key role in product success in the food industry, the results of the study support existing marketing strategies and allow new approaches to address potential customers within this special market.

摘要

本文研究了德国消费者购买无包装食品的意愿。分两步进行的方法用于确定和分析可能影响购买意愿的因素：一个焦点小组被作为定性方法询问了购买意愿的方面和动机。从这项研究开始，根据获得的见解以及计划行为理论（TPB）得出了假设。因此，建立了一个解释模型。为了检验我们的假设，使用在线调查生成了1,894人的数据集。这项研究从消费者的角度整合了对未包装食品的各种观点，例如与态度相关的道德和利己动机，主观规范以及个人和外部资源的局限性，并解释其对购买意愿的影响。由于消费者的决定对食品行业的产品成功起着关键作用，因此研究结果支持了现有的营销策略，并允许采用新的方法来解决这个特殊市场中的潜在客户。