Prissänkning i ekologisk kontext

Sammanfattning: There is a general belief that organic food is more healthy and better tasting than non-organic food, even though there is no sufficient evidence to support it. These beliefs have been used to promote organic food to the consumers and has increased the demand despite its higher prices compared to non-organic food. Organic food is more expensive than non-organic food due to its limited supply, higher production costs and an inefficient marketing and distribution due to lower sales volumes. All these makes producing and marketing organic food more expensive than producing and marketing non-organic food (Källander, 2006). The aim of this thesis is to analyze the possible effects of price reductions on organic food. Our hypothesizes are based on previous studies with focus on price framing, price image, consumer decision making and organic food products. By investigate whether the effects of a price reduction in terms of buying intention, product quality and price value are different depending on if the price reduced product is organic or non-organic, we hope to contribute to these previous studies by adding a new dimension to price reductions. What do the consumer think about price value and product quality when an organic product is price reduced? And what is their buying intention compared to if they have been exposed to an offer with a non-organic product? The lack of answers to these questions is the reason behind this thesis. Based on a sampling with 350 respondents this thesis shows that a price reduction on organic food communicated as "Now 20 % lower price" is more effective than a price reduction communicated as "Earlier 25 % higher price" in terms of price value, product quality and buying intention. Finally, this study also shows that product quality, price value and buying intention are all higher in relation to organic products compared to non-organic products when the product is framed with a price reduction.