Design of Experiments for Analysis Factors Influencing Consumer Behaviour

Fairtrade and organic consumption are examples of ethical consumption. Contrary to organic food products. Fairtrade concept is relatively recent in the Czech Republic. Current methodological appliance of DOE is represented by the set of scientific methods for identifying the significant and/or critical parameters associated with a process and thereby determining the optimal settings for those process variables which are able to enhance performance and capability of the response (e.g. selected character of a product quality).This paper utilizes the powerful technique of “Design of Experiments” (DOE) to study the effect of several motivation factors on the response or characteristics of shopping behaviour of the Fairtrade products.