Marketing DissERTATION MARKETING DISSERTATION 20 20 Marketing Dissertation Name of the student Name of the university

Chapter 1: Introduction 6 1.0 Introduction 6 1.1 Background of the study 6 1.2 Research problem 9 1.3 Research objectives 9 1.4 Research questions 10 1.5 Structure of the dissertation 10 Chapter 2: A Literature review 12 2.1 Introduction 12 2.2 Consumer attitude and expectation of organic food products 12 2.3 Personal identities and consumer values 14 2.4 Demographic factors 16 2.5 Price 18 2.7 Conceptual framework 19 2.8 Research hypothesis 19 2.8 Research gap 19 Chapter 3: Methodological discussion 20 3.1 Introduction 20 3.2 Research philosophy 20 3.3 Research approach 20 3.4 Research design 21 3.5