Green Consumer Behaviour Experiment: the Case of Coffee in Czechia

Abstract The primary objective is to determine if there is a relationship between environmental attitude and purchase intention in an experiment conducted at one of the Czech universities using the product coffee. The study uses a consumer experiment. The attitude towards organic products and services is positive, and most of the participants care about the environment. When analysing the social factor, it was found that the participants in this sample had more self-monitoring qualities. Participants do not have difficulties changing their behaviour when they feel it is necessary. The awareness of organic food is positive, but it does not mean that there will be an organic purchase.