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dc.contributor.advisorSklavounos, Nikolaos-
dc.contributor.authorKichukova, Tamara-
dc.descriptionIncludes charts, bibliographical references, and appendices.en_US
dc.descriptionBSc (Hons) in International Food & Agribusiness Managementen_US
dc.description.abstractThe aim of this research paper is to examine the Greek consumers' purchase intentions towards food and beverage products containing aloe vera. The analysis was conducted according to the Theory of Planned Behaviour (TPB) model, taking in consideration independent variables such as: food neophilia, product knowledge, perceived health benefits, attitudes, social contacts, previous purchasing behaviour and price perception, and analysing their relationship with the dependent variable purchase intention. The quantitative research method was used for the data collection, which involved the development of a questionnaire and its online distribution through emails and Facebook, as well as in many physical locations. There was a total of 414 usable responses collected, which were analyzed with the help of Microsoft Excel and the Statistical Package for the Social Science (SPSS). Interestingly enough, the finding of this research show that all of the predetermined hypotheses according to literature can be confirmed. However, even though there have been positive relationships among all of the independent variables and the dependent variable, their relationships are considered to be weak. Therefore, this topic may be further analyzed in the future, with the use of different constructs for the variables. This study provides useful information which can assist food marketers selling food and beverage products containing aloe vera to better address their Greek customers and improve their marketing techniques. Additionally, the study constitutes a valuable addition to the existing international literature about Greek consumers' purchase intentions.en_US
dc.formatHard coveren_US
dc.format.extent96 pagesen_US
dc.publisherPerrotis Collegeen_US
dc.publisherCardiff Metropolitan Universityen_US
dc.rightsAll rights reserveden_US
dc.rightsAttribution-NonCommercial 4.0 International*
dc.subjectGreek consumersen_US
dc.subjectAloe veraen_US
dc.subjectTheory of planned behavioren_US
dc.subjectProduct knowledgeen_US
dc.subjectConsumers' purchase intentionsen_US
dc.subjectPrice perceptionen_US
dc.subject.lcshDissertations, Academicen_US
dc.subject.lcshConsumers' preferencesen_US
dc.subject.lcshConsumer behavioren_US
dc.subject.lcshMedicinal plantsen_US
dc.subject.lcshFood industry and tradeen_US
dc.subject.lcshSPSS (Computer file)en_US
dc.subject.otherPerrotis College - Dissertations - 2017en_US
dc.subject.otherMarketing and management for the food industry. Perrotis Collegeen_US
dc.titleGreek consumers' purchase intentions towards food and beverage products containing aloe veraen_US
local.description.statusNot publisheden_US
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