För den goda sakens eller smakens skull?: En studie om vad som driver konsumenter i valet av ekologiskt vin

Sammanfattning: Concerns for the environment and our impact on it are becoming more prevalant; however, we rarely act accordingly. Consumers mainly choose products based on perceived personal benefits despite the environmental motives that increasingly affect them. The purpose of this thesis is to identify the major drivers behind the purchase of ecological wine. A quantitative study was conducted, using Theory of Planned Behavior (TPB) as an initial starting point. The subsequent model was then completed with three variables: environmental concern, feelings and word-of-mouth. The major finding from this study is that TPB does not substantially explain the purchase of ecological wine. The study in fact suggests that subjective norms did not add any explanatory power to the model. Furthermore, environmental concern was shown to be more important than consumers’ attitude to ecological wine. Finally, feelings were shown to have a major influence on the decision. The results from the study imply that people do not always behave rationally and that emotional factors should be taken into account to better explain behavior. In addition, the impact of environmental concerns indicates the potential of marketing sustainable products that comply with consumers’ perceptions on environmental benefits.