ALBANIAN CONSUMER’S BEHAVIOR TOWARD ETHICAL VALUES OF AGRO-FOOD PRODUCTS: A SOCIO-ECONOMIC ANALYSES

Abstract

The aim of this work was to analyze and find out the relation between socioeconomic
characteristics of Albanian consumers and their behavior toward agrofood
products with ethical values. Organic, fair-trade and typical/traditional agrofood
products were ethical products object in this study. Information was collected
by face-to-face interviews with 311 adult Albanian consumers concentrated mainly
in the central, south-eastern, south-western and northern part of Albania. The Logit
model is used to study correlation between consumers’ behavior and their socio
economic characteristics such as: origin, age, gender, marital status, family size,
children and elder presence, family monthly income, employment, level of
education and their knowledge about ethical agro-foods. Logistic regression is used
to predict a categorical (usually dichotomous) variable from a set of predictor
variables. Analyses demonstrated that only “Education”, “Age” and “Knowledge
level about ethic food” have a significant contribution to their behavior (p ≤0,05).
The correlation between Albanian consumers’ behavior and last three variables is
significant.