Behavioural Differences among Educated Young Consumers in the Czech Republic: The Case of Organic Cheese Consumption

This study aims to identify behavioural differences between consumers who are driven by different sets of attitudes toward information related to food in their purchasing, including consumers who display rational behaviour. Although this study investigated “spill over” changes in attitude or behaviour (e.g. the use of information about food ingredients), the survey data were used to calculate the probability of behavioural differences between consumers. The survey involving 909 respondents from chosen Czech universities. Data were analysed by Multi Correspondence Analysis to investigate the association between several attitudes towards information on labelling, and consumer behaviour. In the second step, the ordered probit model probability of consumer behaviour was processed. There are two clusters of consumers: The first consumer segment was called “rationality involvement consumer”. They have a certain tendency to need to know what a product contains, the nutritional value of a product, and how to maintain the biological value of a product. The second consumer segment was called “non-rationality involvement consumer”. They have a certain tendency to not need to know what a product contains, the nutrition value of product, or how to maintain the biological value of a product.