Organic Milk - A cash cow running dry : Student’s consumer behavior of organic milk and the importance of a brand

Title:Organic milk - A cash cow running dry – Student’s consumer behavior of organic milk and the importance of a brand Authors:August Rosén & Theo Lundberg Supervisor:Åsa Lindström Examiner:Christine Tidåsen Course:Business Administration III, Bachelor thesis 15 credits Date:2018-05-23 Purpose: The purpose of this research is to investigate student’s consumer behavior of organic milk. Furthermore, the research will study the importance of brands in milk consumption. Research questions: How does the student’s consumer behavior of organic milk look like? What is the importance of brand in consumption of milk? Method: A deductive approach has been applied in this research. A quantitative research method, whose method of collecting was a digital survey. Conclusion: The conclusions that we discovered was that the student’s consumer behavior was of an emotional nature, where the welfare of the livestock should be prioritized. Students don’t choose actively on the brand when it comes to consumption of organic milk. Moreover, the word for milk has become synonym with the dairy factory Arla, which means that the level of association that students have with Arla is high. Keywords: Organic milk, consumer behavior, Brands, well-being, sustainability, consumers of tomorro