Verzeichnis der Abschlussarbeiten

Organic food has become increasingly popular over the last decades. Despite this continuous trend, consumer knowledge about organic food is described as limited and superficial. However, the term ‘organic’ itself appears to have a positive connotation among consumers. Cognitions about ‘organic’ are economically relevant because knowledge positively influences the purchase of organic food. Therefore, this thesis addresses the perception of organic products by consumers in Austria. For that purpose, eleven qualitative interviews with consumers, who regularly buy organic food, have been conducted. Furthermore, these interviewees differ in their purchase shares of organic products. The interviews have been evaluated using the thematic analysis according to Froschauer and Lueger. Results show that a certain factual knowledge about organic exists, although it varies from one person to another. Overall, organic food receives a predominantly positive perception, as being healthier and more sustainable, but also more expensive. However, the general perception of ‘organic’ in society is assumed to be more negative. Nevertheless, organic products are of high importance for many consumers. It was found that individual knowledge about organic tend to be underestimated and affected by the social environment.