Barendregt, Anniek, A., B. (2023) Impact of Educational Texts on Celery Packaging: Exploring Consumers' Intentions towards Organic and Local Produce in the Netherlands. Bachelor thesis, Global Responsibility & Leadership (GRL).
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Abstract
This research investigated the impact of educational texts on celery packaging in the Netherlands on consumers' intentions to purchase organic and local produce. Three different informative texts were used to manipulate the perceived outcome efficacy on celery packaging, focusing on reducing pesticides and supporting local farmers. An online experiment collected data from Dutch consumers, who were exposed to either the control condition or one of the three informative texts. The data analysis aimed to assess the influence of the manipulated perceived outcome efficacy on consumers' intentions to purchase organic and local produce. The results indicated no statistically significant differences in consumers' intentions to purchase organic and local produce between the different conditions. Furthermore, no significant differences were observed in consumers' perceptions of the environment, health benefits, support for local farmers, taste, and perceived advantages of the products. These findings suggest that while educational texts on packaging have the potential to raise awareness and provide information, they may not be sufficient to significantly influence consumers' purchase intentions and perceptions. Further research is needed to explore additional factors and strategies that can effectively promote sustainable and healthy choices among consumers. This study contributes to the existing literature on sustainable consumer behavior and highlights the complex nature of influencing consumer intentions through packaging interventions. Keywords: local, organic, produce, consumer behavior, awareness, intentions, perceptions, perceived outcome efficacy, packaging
| Item Type: | Thesis (Bachelor) |
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| Name supervisor: | Geiger, J.L. |
| Date Deposited: | 12 Sep 2023 10:06 |
| Last Modified: | 12 Sep 2023 10:06 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/297 |
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