disertacija
Primjena teorije planiranog ponašanja u etnocentričnom kupovnom ponašanju

Marina Tomić (2016)
Sveučilište u Zagrebu
Agronomski fakultet
Podaci o radu
NaslovPrimjena teorije planiranog ponašanja u etnocentričnom kupovnom ponašanju
AutorMarina Tomić
Voditelj/MentorDamir Kovačić
Sažetak rada
Globalizacija i otvaranje tržišta doprinijeli su povećanju ponude proizvoda stranog podrijetla na domaćem tržištu čime je proces donošenja kupovne odluke kod kupca postao još složeniji. Potrošači na svakodnevnoj razini donose odluku o kupnji proizvoda stranog ili domaćeg podrijetla. Istovremeno, među pojedincima raste svijest o potrebi očuvanja vlastitog gospodarstva te koncept potrošačkog etnocentrizma postaje važan strateški alat kojim se koriste nacionalne kompanije. Potrošački etnocentrizam odnosi se na uvjerenja potrošača o ispravnosti i moralnosti kupnje domaćih proizvoda. Republika Hrvatska izuzetno ovisi o uvozu hrane te je zbog toga, ali i zbog kompleksnih povijesnih i političkih zbivanja, posebno zanimljiva za istraživanje područja potrošačkog etnocentrizma. Cilj ovog rada je utvrditi stupanj potrošačkog etnocentrizma među hrvatskim potrošačima. Nadalje, cilj rada bio je testirati model teorije planiranog ponašanja proširen konstruktom potrošačkog etnocentrizma, utvrditi čimbenike koji utječu na etnocentrično ponašanje potrošača u kupnji prehrambenih proizvoda različitog stupnja uključenosti (vino i čips) te cjenovnu spremnost ispitanika za kupnju domaćih prehrambenih proizvoda, kao i povezanost stupnja potrošačkog etnocentrizma i ponašanja u kupnji prehrambenih proizvoda domaćeg podrijetla s cjenovnom spremnošću potrošača. Istraživanje je provedeno na uzorku od 348 kupaca čipsa i 315 kupaca vina. Provedena je jednovarijatna analiza podataka, regresijska analiza te modeliranje strukturalnim jednadžbama. Rezultati istraživanja su pokazali da je teorija planiranog ponašanja proširena konstruktom potrošačkog etnocentrizma pogodna za predviđanje etnocentričnog ponašanja u kupnji prehrambenih proizvoda. Potrošački etnocentrizam najveći je prediktor stavova o etnocentričnom ponašanju u kupnji prehrambenih proizvoda, dok su stavovi najveći prediktori namjere kupnje prehrambenih proizvoda hrvatskog podrijetla. Namjera je najveći prediktor ponašanja, odnosno kupnje prehrambenih proizvoda hrvatskog podrijetla. Za utvrđivanje cjenovne spremnosti ispitanika za kupnju prehrambenih proizvoda hrvatskog podrijetla te povezanosti cjenovne spremnosti ispitanika s potrošačkim etnocentrizmom i ponašanjem u kupnji prehrambenih proizvoda hrvatskog podrijetla korištena je metoda eksperimenta. Eksperiment je proveden na uzorku od 81 kupca čipsa i 84 kupca vina. Rezultati eksperimenta pokazuju da ispitanici preferiraju kupnju prehrambenih proizvoda hrvatskog podrijetla ukoliko je cijena tih prehrambenih proizvoda domaćeg podrijetla jednaka cijeni uvoznih proizvoda, no porastom cijene prehrambenih proizvoda hrvatskog podrijetla u odnosu na cijene uvoznih proizvoda, opada cjenovna spremnost ispitanika za kupnjom proizvoda hrvatskog podrijetla. Nadalje, ispitanici s većim stupnjem potrošačkog etnocentrizma su spremniji platiti veću cijenu za te proizvode hrvatskog podrijetla. Rezultati ovog istraživanja mogu poslužiti kao informativna podloga za kreiranje marketinških strategija u svrhu povećane kupnje prehrambenih proizvoda domaćeg podrijetla.
Ključne riječiproširena teorija planiranog ponašanja uključenost potrošački etnocentrizam cjenovna spremnost
Naslov na drugom jeziku (engleski)Application of theory of planned behaviour in ethnocentric buying behaviour
Povjerenstvo za obranuMarija Cerjak (član povjerenstva)
Margareta Jelić (član povjerenstva)
Ružica Brečić (član povjerenstva)
Ustanova koja je dodijelila akademski/stručni stupanjSveučilište u Zagrebu
Agronomski fakultet
MjestoZagreb
Država obraneHrvatska
Znanstveno područje, polje, granaBIOTEHNIČKE ZNANOSTI
Poljoprivreda (agronomija)
Ekonomika
UDK366
DRUŠTVENE ZNANOSTI
Potrošnja. Zaštita potrošača
339
DRUŠTVENE ZNANOSTI
Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo
Vrsta studijasveučilišni
Stupanjposlijediplomski doktorski
Naziv studijskog programaPoljoprivredne znanosti
Akademski / stručni nazivdoktor/doktorica znanosti, područje biotehničkih znanosti, polje poljoprivreda
Kratica akademskog / stručnog nazivadr. sc.
Vrsta radadisertacija
Jezik hrvatski
Datum obrane2016-10-27
Sažetak rada na drugom jeziku (engleski)
The impact of globalization on the selection of domestic or foreign products is described in the introduction section. Globalization and open markets have contributed to an increase in the supply of foreign products in the domestic market, which make the purchasing process for consumers even more complex. Consumers make decisions about buying a product of foreign or domestic origin on a daily basis. At the same time, a growing awareness about the need to preserve the economy of their country and the concept of consumer ethnocentrism is growing among individuals and it has become an important strategic tool used by national companies. Consumer ethnocentrism refers to the beliefs held by consumers about the appropriateness and morality of purchasing domestic products. Croatia is of particular research interest when it comes to consumer ethnocentrism because it is highly dependent on food imports, but also because of its complex historical and political background. The objectives of work are defined next. The aim of this study is to determine the level of consumer ethnocentrism among Croatian consumers. Another aim was to test model of the theory of planned behavior extended with consumer ethnocentrism and to determine factors that influence on consumers ethnocentric behavior in purchase of food products with different level of involvement (wine and chips), so as relation among consumer ethnocentrism level and behavior in purchase of domestic products with consumers’ willingness to pay. In the chapter Overview of previous research the term attitude is defined and a review of previous research about the relation between attitudes and behavior, and basic models of consumer behavior is given. The concept of ethnocentrism and consumer ethnocentrism is defined, as well as the method for consumer ethnocentrism measuring. At the end, the term involvement is defined. Human behavior is constantly changing in interaction with the environment, so the consumers' behavior is, due to the influence of many variables, a complex area of research. For this reason, models that aim to show and predict consumer behavior have been created. One of the most popular model for predicting consumer behavior is the model of the theory of planned behavior, according to which behavior is determined by three elements: attitudes towards specific behavior, subjective norm and perceived behavioral control. Attitude towards specific behavior refers to the degree to which a person has a favorable or unfavorable evaluation of the behavior in question. Subjective norm refers to the perceived social pressure to perform or not to perform the behavior, while perceived behavioral control refers to the perceived ease or difficulty of performing the behavior (Ajzen, 1991). The more positive attitudes, higher subjective norm and a higher level of perceived behavioral control, the higher is the intention of a certain behavior, while higher intention and a higher perceived behavioral control mean actual behavior. This paper used the theory of planned behavior to predict ethnocentric behavior in buying two agri-food products with different levels of involvement. Involvement refers to the perceived importance of the object with respect to the needs, values and interests. I have chosen chips as a product with a lower level of involvement, while wine was chosen as product with higher level of involvement. Additionally, an experiment was conducted with wine and chips consumers to determine the willingness to pay extra amount of money for domestic chips and wine, compared to foreign ones. In the chapter Material and methods the course of research and data processing is presented. After the selection of agri-food products (chips and wine) four focus groups were conducted in order to create a questionnaire. After creating the questionnaire it was tested on a sample of 30 wine consumers and 30 chips consumers. The main survey was conducted on a sample of 315 wine consumers and 348 chips consumers. The experiment was conducted with 81 chips consumers and with 84 wine consumers. The results of the survey and the experiment were analyzed in the statistical program SPSS. Univariate data analysis (frequency and data distribution) and regression analysis were conducted. Before the analysis of the data, the reliability of the measurement scales was tested by using Cronbach alpha coefficient. Structural Equation Modeling was used to test the models. Statistical program Amos was used to fit structural equation models. In the chapter Results, the main results obtained in the survey and experiment are listed. The results of consumer ethnocentrism scale showed medium level of consumer ethnocentrism among consumers of product with low involvement, as well as among consumers of product with high involvement. Consumers of product with low involvement have positive attitudes about purchasing that product of Croatian origin, high subjective norm and a high degree of perceived behavioral control. Furthermore, they have medium level of intention to purchase product with low involvement of Croatian origin and they ocassionaly buy that product. The extended model for predicting purchase of product with low involvement based on the theory of planned behavior shows that the intention of buying product with low involvement has the highest positive impact on the behavior or the purchase of product with low involvement while perceived behavioral control doesn't have a statistically significant effect on behavior. Among the predictors of intention to purchase product with low involvement, the greatest impact is that of attitude which means that a more positive attitude about buying product with low involvement means a greater intention to purchase that product. The extended model of the theory of planned behavior explained 63% of the intention to purchase product with low involvement and 51% of behavior. Consumers of product with high involvement have positive attitudes about purchasing product with high involvement, high subjective norm and high level of perceived behavioral control. They have high intention to buy product with high involvement and they buy that product regularly. Results showed that intention to buy product with high involvement regularly has the highest positive impact on behavior, namely regular purchase of product with high involvement. Among predictors of intention to buy product with high involvement regularly, the highest impact was that of attitudes. The extended model of the theory of planned behavior explained 51% of the intention to purchase product with high involvement and 37% of behavior, namely regular purchase of that product. Results of experiment showed that 90.1% buyers of product with low involvement chose that product when the price of Croatian and foreign product was the same. When the price of Croatian product with low involvement was 6 kuna higher than the price of foreign product with low involvement only 22.2% of respondents chose to buy product of domestic origin. The results of the experiment with consumers of product with high involvement showed that even 98.80% of them will choose Croatian product of high involvement if the price of Croatian product with high involvement and the price of foreign product with high involvement is the same. However, when the price of the Croatian product with high involvement is 25 kunas higher than the price of foreign product with high involvement, only 28.6% of them chose the Croatian product with high involvement. In the discussion section, besides the comparison of the results with the results of previous studies, the implications for business practices are given. The results of this research are very important for business practices because they inform agri-food producers, especially wine and chips producers about the role of individual factors in ethnocentric behavior of consumers and about consumers' willingness to pay an extra amount of money for the products of Croatian origin. Furthermore, this study used the extended theory of planned behavior, which is often used for consumer behaviour prediction. The results of this study provide guidance for food producers and marketers to realize the importance of highlighting the domestic origin on agri-food products in advertising messages and on the products themselves. It is important to educate consumers about the importance of consumer ethnocentrism for economic development. Furthermore, it is important to examine and determine ways to encourage ethnocentric behavior in purchasing food products. Based on the survey results it is recommended to create and implement campaigns in order to increase purchase of domestic products which would strengthen positive attitudes about buying products of domestic origin. In addition, it is essential to increase the availability to purchase domestic products. Since the customers with a higher level of consumer ethnocentrism are willing to pay a higher price for Croatian food product, domestic food producers do not need to primarily put emphasis on the low cost of the product, but on the origin and quality to retain existing and attract new customers. Apart from the business practice implications, in the discussion section some limitations of research are listed. The key limitation of this research is a measure of behavior in which the respondents expressed their behavior (self-report measure) and the fact that the same subjects did not participate in the survey about regular purchase of Croatian product with high involvement and in the survey about regular purchase of Croatian product with low involvement. In the conclusion section main conclusions emerging from the whole research are written. In conclusion, this research showed the applicability of the extended theory of planned behavior in predicting ethnocentric behavior in the purchasing of food products.
Ključne riječi na drugom jeziku (engleski)extended theory of planned behaviour involvement consumer ethocentrism willingness to pay
Verzijaobranjena verzija
Vrsta resursatekst
Prava pristupaRad dostupan samo djelatnicima i studentima matične ustanove
Uvjeti korištenja radahttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:204:983366
PohranioVanja Masnov