Factors affecting organic product choise in Lithuania

Abstract

Concerned with a desire to maintain and improve their health, contemporary educated society is engaging in an ecologically-conscious lifestyle. Modern consumers become more interested in environmental protection and sustainable consumption; moreover, organic products often appear in latter consumer’s shopping cart. However, the tendency towards ecologically-conscious behavior is culture-specific; differences in such behavior are obvious between countries or regions. An assumption can be made that factors affecting organic product choice can also be country-specific; therefore, Lithuanian consumers might act in line with a specific tendency. Accordingly, this research is a contribution to a scientific discussion by solving the problem of what are the factors that affect Lithuanian consumers’ choice of organic products. The aim of the research is to determine the factors affecting organic product choice in Lithuania. In order to reach the aim, the questionnaire survey is provided. The methods of factor analysis and linear regression were applied to establish factors affecting organic product choices in Lithuania. By emphasizing the determined factors, Lithuanian consumers can be attracted and encouraged to choose organic production.