Canadian organic and raised without antibiotics pork consumer characteristics
This thesis investigates consumer characteristics of Canadian organic and raised without antibiotics pork, including socioeconomic and demographic variables and product knowledge about these two specialty pork products. Based on the AIUAPR (Awareness, Interest, Understanding, Attitudes, Purchase, and Repeat purchase) purchase decision process, consumer characteristics from four purchase stages (awareness, purchase, first purchase intention and repeat purchase intention) were identified. Based on a logistic analysis, the results show that higher education/product knowledge are positively related to purchase activities in the four purchase stages. The presence of children under the age of six is the next important variable, and is also positively related to purchase activities.