Who wins the organic food consumer, organic private label brands or organic national brands? A comparison between organic private label brands and organic national brands on the consumers’ purchase intention and the role of perceived sustainability, perceived trust, and perceived locality
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In front of you lies my thesis ‘Who wins the organic food consumer, organic private label brands or organic national brands?’. The current research compares two organic types of brands (private label brands versus national brands) towards the consumers’ purchase intention of organic food products. Moreover, the study looks into the role of sustainability, trust, and locality and how consumers perceive these factors when given an organic food product, in addition to the relation of organic types of brands on purchase intention. The thesis is written at the final stage of the Masters’ specialization in Marketing at the Radboud University in Nijmegen. My engagement in the current thesis topic originates from my interest in the FMCG industry. In addition, an internship at a Dutch dairy manufacturer has prompted me to delve into the relationships between organic private label brands and organic national brands. Also, by combining my interest in organic products, sustainability, and brand management, I have chosen to elaborate on the current topic. I would like to thank Dr. M. Hermans for guiding me in the past year while writing my Master thesis. Besides, I would also like to thank Prof. B. Hillebrand for guiding me during the absence of Dr. Hermans in the past few months. Next, I want to thank my family, friends, and the Radboud Writing Lab for all the tips and feedback during the entire process of writing my Master thesis.
Faculteit der Managementwetenschappen