Resurser, i form av tid och pengar, var en begränsning i denna studie. Denna begränsning bidrog till att författarna inte hade möjlighet att göra ett representativt urval utan fick använda respondenter som fanns i deras närhet vid tillfället. Detta innebar att graden av den externa validiteten försvagades. Hade författarna till denna studie haft mer resurser hade de dessutom kunnat genomföra en mer omfattande studie med ett slumpmässigt urval och fler respondenter, vilket hade resulterat i ett större antal svar och en ännu trovärdigare studie.
Trots att en pilotstudie genomfördes innan enkäten skickades ut för att säkerställa att påståendena uppfattades korrekt går det inte att med säkerhet fastställa att de faktiskt gjorde det av alla respondenter. Detta kan ha bidragit till att svaren kan vara missvisande i de fall då respondenten inte uppfattat påståendet på ett korrekt sätt. Det är vidare inte heller helt säkert att samtliga respondenter var medvetna om vad ekologiska livsmedel är, vilket kan ha inneburit att de kan ha gjort en subjektiv tolkning av begreppet. Detta skulle kunna ha lett till missvisande svar på påståendena. Vidare stoppades arbetsprocessen upp av att författarna till studien hade begränsade kunskaper i SPSS vilket gjorde att mycket tid spenderades på att förstå och hantera programmet. Detta innebar att de förlorade dyrbar tid som istället kunde ha använts till att öka kvaliteten på studien ytterligare.
Referenslista
Aaker, D, Kumar, V, Day, G & Leone, R. 2011. Marketing Research, John Wilye
& Sons, Hoboken
Aertsens, J, Verbeke, W, Mondelaers, K & Van Huylenbroeck, G. 2009. Personal determinants of organic food consumption: a review, British food journal, Vol.
111, Sid. 1140-1167
Ankit, G & Mayur, R. 2013. Green marketing: impact of green advertising on consumer purchase intention, Advances in Management, Vol. 6
Armstrong G, Kotler, P, Harker, M & Brennan, R. 2009. Marketing an introduction, Upplaga 1, Pearson Education Limited, Harlow
Arvola, A, Vassallo, M, Dean, M, Lampila, P, Saba, A, Lähteenmäki, L, &
Shepherd, R. 2008. Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour', Appetite, Vol.
50, Sid. 443-454
Balcetis, E & Dunning, D. 2006. See what you want to see: motivational influences on visual perception, Journal of Personality and Social Psychology, Vol. 91, Sid. 612-625
Bamberg, S. 2003. How does environmental concern influence specific
environmentally related behaviours? A new answer to an old question, Journal Of Environmental Psychology, Vol. 23, Sid. 21-32
Bardi, A & Schwartz, S. H. 2003. Values and behaviour: strength and structure of relations, Personality and social psychology bulletin, Vol. 29, Sid. 1207-1220
Barr, S. 2006. Environmental action in the home: investigating the value-action' gap, Geography, Vol. 91, Sid. 43-54
Bell, J. 2007. Introduktion till forskningsmetodik, Upplaga 4, Studentlitteratur AB, Lund
Berglund, A-K & Boson, P. 2010. Hållbar marknadskommunikation, Planering – Genomförande – Långsiktigt reslutat, Upplaga 1, Liber AB, Malmö
Bezawada, R & Pauwels, K. 2013. What is special about marketing organic products? how organic assortment, price, and promotions drive retailer performance, Journal Of Marketing, Vol. 77, Sid. 31-51
Boer, D & Fischer, R. 2013. How and when do personal values guide our attitudes and sociality? Explaining cross-cultural variability in attitude–value linkages, Psychological Bulletin, Vol. 139, Sid. 1113-1147
Bonoma, T. V. 1985. Case research in marketing: opportunities, problems, and a process, Journal Of Marketing Research, Vol. 22, Sid. 199-208
Bryman, A & Bell, E. 2013. Företagsekonomiska forskningsmetoder, Upplaga 2:1, Liber AB, Stockholm
Cachia, M & Millward, L. 2011. The telephone medium and semi-structured interviews: a complementary fit, Qualitative Research in Organizations and Management, Vol. 6, Sid. 265-277
Cieciuch, J & Schwartz, S. H. 2012. The number of distinct basic values and their structure assessed by PVQ–40, Journal Of Personality Assessment, Vol. 94, Sid.
321-328
Cohen, L, Manion, L & Morrison, K. 2011. Research methods in education, Upplaga 7, Routledge, Gosport
Cowton, C. J. 1998. The use of secondary data in business ethics research, Journal Of Business Ethics, Vol. 4, Sid. 423
Creswell, J. W. 2014. Research Design: qualitative, quantitative and mixed methods approaches, Upplaga 4, Sage Publications Inc, Los Angeles
Dahlén, M & Lange, F. 2009. Optimal marknadskommunikation, Upplaga 2:2, Liber AB, Malmö
Dahmström, K. 2011. Från datainsamling till rapport – att göra en statistisk undersökning, Upplaga 5:1, Studentlitteratur AB, Lund
Doran, C. 2009. The role of personal values in fair trade consumption, Journal of Business Ethics, Vol. 84, Sid. 549-563
Dreezens, E, Martijn, C, Tenbült, P, Kok, G, & de Vries, N. 2005. Food and values: an examination of values underlying attitudes toward genetically
modified- and organically grown food products, Appetite, Vol. 44, Sid. 115-122
Duncan, T & Moriarty, S. 1998. A communication-based marketing model for managing relationships, Journal Of Marketing, Vol. 62, Sid. 1-13
Ejlertsson, G. 2005. Enkäter i praktiken: En handbok i enkätmetodik, Upplaga 2, Studentlitteratur AB, Lund
Eliasson, A. 2013. Kvantitativ metod från början, Upplaga 3, Studentlitteratur AB, Lund
Fawkes, J & Gregory, A. 2000. Applying communication theories to the Internet, Journal of communication management, Vol. 5, Sid. 109-124
Fill, C. 1995. Marketing communications: frameworks, theories and applications, Prentice Hall International, London
Fransen, M & Hoeven, T. C. 2011. Matching the message: the role of regulatory fit in negative managerial communication, Communication Research, Vol. 40, Sid. 818-837
Friberg, F. 2012. Dags för uppsats: vägledning för litteraturbaserade examensarbeten, Studentlitteratur AB, Lund
Friedmann, R & Zimmer, M. 1988. The role of psychological meaning in advertising, Journal Of Advertising, Vol. 17, Sid. 31-40
Gandal, N, Roccas, S, Sagiv, L & Wrzesniewski, A. 2005. Personal value priorities of economists, Human Relations, Vol. 58, Sid. 1227–1252
Ghauri, P & Grønhaug, K. 2005. Research methods in business studies: a practical guide, Upplaga 3, Prentice Hall, Harlow
Grier, S & Brumbaugh, A. 1999. Noticing cultural differences: ad meanings created by target and non-target markets, Journal Of Advertising, Vol. 28, Sid. 79-93
Grunert, S, & Juhl, H. 1995. Values, environmental attitudes, and buying of organic foods, Journal Of Economic Psychology, Vol. 16, Sid. 39-62
Guido, G, Prete, M, Peluso, A, Maloumby-Baka, R, & Buffa, C. 2010. The role of ethics and product personality in the intention to purchase organic food products:
a structural equation modelling approach, International Review Of Economics, Vol. 57, Sid. 79-102
Hall, C. M. 2008. The marketing of organic products: an instrumental/symbolic perspective, Journal of Food Products Marketing, Vol. 14, Sid. 1-11
Hauser, M, Nussbeck, F, & Jonas, K. 2013. The impact of food-related values on food purchase behaviour and the mediating role of attitudes: a Swiss study, Psychology & Marketing, Vol. 30, Sid. 765-778
Hjelmar, U. 2011. Consumers' purchase of organic food products. A matter of convenience and reflexive practices, Appetite, Vol. 56, Sid. 336-344
Honkanen, P, Verplanken, B, & Olsen, S. 2006. Ethical values and motives driving organic food choice, Journal Of Consumer Behaviour, Vol. 5, Sid. 420-430
Jacobsen, D. I. 2002. Vad, hur och varför? Om metodval i företagsekonomi och andra samhällsvetenskapliga ämnen, Upplaga 1:8, Studentlitteratur AB, Lund
Jones, B. 2004. Perspectives on management research design and orientation:
quandaries and choices, Electronic Journal Of Business Research Methods, Vol.
2, Sid. 111-117
Justin, P & Jyoti, R. 2012. Consumer behaviour and purchase intention for organic food, Journal of Consumer Marketing, Vol. 29, Sid. 412-422
Keller, K. 2001. Mastering the marketing communications mix: micro and macro perspectives on integrated marketing communication programs, Journal Of Marketing Management, Vol. 17, Sid. 819-847
Kihlberg, I & Risvik, E. 2007. Consumers of organic foods – value segments and liking of bread, Food quality and preference, Vol. 18, Sid. 471-481
Kim, K & Cheong Y. 2011. Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies, International Journal of Sports
Marketing & Sponsorship, Vol. 13, Sid. 7-22
Kim, S & Kim, D. 2014. The effects of message framing and source credibility on green messages in hotels, Cornell Hospitality Quarterly, Vol. 55, Sid. 64-75
Krav. 2014. Marknadsrapport 2014. http://arkiv.krav.se/mrapport/krav-marknadsrapport-2014.pdf (Hämtad 2014-03-26)
Krystallis, A, Vassallo, M & Chryssohoidis, G. 2012. The usefulness of Schwartz's ‘Values Theory’ in understanding consumer behaviour towards differentiated products, Journal Of Marketing Management, Vol. 28, Sid. 1438-1463
Lantbrukarnas riksförbund (lrf). 2014. Den ekologiska livsmedelsmarknaden.
http://www.lrf.se/Mat/Ekologiskt/Den-ekologiska-livsmedelsmarknaden/ (Hämtad 2014-03-27)
Lusk, J & Briggeman, B. 2009. Food values, American Journal Of Agricultural Economics, Vol. 1, Sid. 184-196
Magnusson, M. K, Arvola, A, Hursti, U. K. K, Åberg, L, & Sjödén, P-O. 2003.
Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour, Appetite, Vol. 40, Sid. 109-117
Mohr, J & Nevin, J. 1990. Communication strategies in marketing channels: A theoretical perspective, Journal Of Marketing, Vol. 54, Sid. 36-51
Olson, L. E. 2013. It’s not easy being green: the effects of attribute tradeoffs on green product preference and choice, Journal of the Academy of Marketing Science, Vol. 41, Sid. 171-184
Paco, A, Alves, H, Shiel, C & Filho, W. 2013. Development of a green consumer behaviour model, International Journal Of Consumer Studies, Vol. 37, Sid. 414-421
Padel, S & Foster, C. 2005. Exploring the gap between attitudes and behaviour.
Understanding why consumers buy or do not buy organic food, British Food Journal, Vol. 107, Sid. 606–625
Palm, L. 2006. Kommunikationsplanering: En handbok på vetenskaplig grund, Upplaga 1, Studentlitteratur AB, Lund
Postman, L, Bruner J. S & McGinnies, E. 1948. Personal values as selective factors in perception, Journal Of Abnormal Psychology, Vol. 43, Sid. 142-154
Puleston, J. 2011. Improving online surveys, International Journal of Market research, Vol. 53, Sid. 557-560
Qin, W & Brown, L. J. 2007. Public reactions to information about genetically engineered foods: effects of information formats and male/female differences, Public Understanding Of Science, Vol. 16, Sid. 471-488
Rahbar, E & Wahid, N. A. 2011. Investigation of green marketing tools' effect on consumers' purchase behaviour', Business Strategy Series, Vol. 12, Sid. 73-83
Rex, E & Baumann, H. 2007. Beyond ecolabels: what green marketing can learn from conventional marketing, Journal Of Cleaner Production, Vol. 15, Sid. 567-576
Rokeach. M. 1973. The nature of human values, Upplaga 1, The Free Press, New York
Rookes, P & Willson, J. 2000. Perception: theory, development and organisation, Routledge, New York
Saunders, M, Lewis, P & Thornhill, A. 2009. Research method for business students, Upplaga 5, Pearson education limited, Harlow
Schwartz, S. H. 1992. Advances in Experimental Social Psychology, Academic Press Inc, San Diego, E-bok
Schwartz, S. H. 1994. Are there universal aspects in the structure and contents of human values?, Journal of Social Issues, Vol. 50, Sid. 19-45
Schwartz, S. H & Bilsky, W. 1987. Toward a universal psychological structure of human values, Journal of Personality and Social Psychology, Vol. 53, Sid. 550-562
Schwartz, S. H, Cieciuch, J, Vecchione, M, Davidov, E, Fischer, R, Beierlein, C, Ramos, A, Verkasalo, M, Lönnqvist, J, Demirutku, K, Dirilen-Gumus, O &
Konty, M. 2012. Refining the theory of basic individual values, Journal Of Personality And Social Psychology, Vol. 103, Sid. 663-688
Schwartz, S. H, Sagiv, L & Boehnke, K. 2000. Worries and values. Journal of Personality, Vol. 68, Sid. 309–346
Shafie, A. F & Rennie, D. 2012. Consumer perceptions towards organic food, Procedia - Social and Behavioral Sciences, Vol. 49, Sid. 360–367
Shukla, P. 2008. Essentials of marketing research, Paurav Shukla and Ventus publishing, Brighton, E-bok.
http://dl.is.vnu.edu.vn/bitstream/123456789/255/1/marketing-research-an-introduction.pdf (Hämtad 2014-03-31)
Solomon, R. M, Bamossy, G, Askegaard, S & Hogg, K. M. 2010. Consumer behavior: a European perspective, Upplaga 4, Prentice Hall, Harlow
Spens, K & Kovacs, G. 2006. A content analysis of research approaches in logistics research, International Journal Of Physical Distribution & Logistics Management. Vol. 36, Sid. 374-390
Stolz, H, Stolze, M, Janssen, M & Hamm, U. 2011. Preferences and determinants for organic, conventional and conventional-plus products – the case of occasional organic consumers, Food Quality and Preference, Vol. 22, Sid. 772–779
Tanner, C & Wölfing Kast, S. 2003. Promoting sustainable consumption:
Determinants of green purchases by Swiss consumers, Psychology & Marketing, Vol. 20, Sid 883-902
Tarkiainen, A & Sundqvist, S. 2009. Product involvement in organic food consumption: Does ideology meet practice?, Psychology & Marketing, Vol. 26, Sid. 844-863
Thomas, B. A. 2004. Research skills for management studies, Upplaga 1, Routledge, London
Thurén, T. 2013. Källkritik, Upplaga 3, Liber AB, Stockholm
Tobler, C, Visschers, V & Siegrist, M. 2011. Eating green. Consumers'
willingness to adopt ecological food consumption behaviors, Appetite, Vol. 57, Sid. 674-682
van Doorn, J & Verhoef, P. 2011. Willingness to pay for organic products:
Differences between virtue and vice foods, International Journal Of Research In Marketing, Vol. 28, Sid. 167-180
Verplanken, B & Holland, R. W. 2002. Motivated decision making: effects of activation and self-centrality of values on choices and behavior, Journal of Personality and Social Psychology, Vol. 82, Sid. 434-447
Waldeck, J, Durante, C, Helmuth, B, & Marcia, B. 2012. Communication in a changing world: contemporary perspectives on business communication competence, Journal Of Education For Business, Vol. 87, Sid. 230-240
Waller, S. D & Polonsky, J, M. 1998. Multiple senders and receivers: a business communication model, Corporate Communications, An International Journal, Vol. 3, Sid. 83-91
Yilmaz, K. 2013. Comparison of quantitative and qualitative research traditions:
epistemological, theoretical, and methodological differences, European Journal Of Education, Vol. 48, Sid. 311-325
Yin, K. R. 2014. Case study research: design and methods, Upplaga 5, Sage Publications Inc, Thousand Oak
Zhou, Y, Thøgersen, J, Ruan, Y & Huang, G. 2013. The moderating role of human values in planned behavior: The case of Chinese consumers' intention to buy organic food, Journal of Consumer Marketing, Vol. 30, Sid. 335-344
Zhu, Q, Li, Y, Geng, Y & Qi, Y. 2013. Green food consumption intention, behaviors and influencing factors among Chinese consumers, Food Quality And Preference, Vol. 28, Sid. 279-286