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Consumers' attitudes analysis regarding organic food in eastern Croatia (CROSBI ID 548580)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Lončarić, Ružica ; Deže, Jadranka ; Ranogajec, Ljubica Consumers' attitudes analysis regarding organic food in eastern Croatia // Proceedings of 4th Aspects and Visions of Applied Economics and Informatics / Nábrádi, András (ur.). Deberecen: University of Debrecen, Faculty of Agricultural Economics and Rural Development, 2009. str. 411-418

Podaci o odgovornosti

Lončarić, Ružica ; Deže, Jadranka ; Ranogajec, Ljubica

engleski

Consumers' attitudes analysis regarding organic food in eastern Croatia

European movement regarding increased consumer concern toward food safety and quality as well as health and nutritional aspect of food is present in Croatia as well. Consumer perceptions and attitudes regarding organic food were analyzed on sample of 124 examinees, by means of face-to-face survey. Aim of paper was to create founded marketing strategies, market segments identification, sales channels and promotion activities. Survey was conducted in association with BIOPA (Free working association for organic production) advertisement actions and students of Faculty of Agriculture in Osijek during 2007. The questionnaire included questions regarding consumer behavior (frequency and structure of organic food consumption), consumer attitudes concerning organic food price, purchase motives, reasons which indicate negative reactions on consumers, supply satisfaction, place of purchase suitability, importance of declaration elements and attitudes related to producer (origin). Survey data were statistically analyzed according to PC applications SAS for Winodws, StatSoft Statistica and Excel for determination ANOVA, correlation and multyregresion. 86% of respondents claimed to buy organic food, mostly fruits, vegetables and bread. Respondents expressed their willingness to pay higher price for organic food (15%). Most of respondents (64%) consider organic food prices reasonably higher. Motives for purchasing organic food (health aspect, tastiness, environment concerns and habit) were analyzed using Likert 1-5 scale evaluation. According to respondents’ answers, health impact in the most significant motive of purchase (4.45), followed by tastiness (4.38), environment aspect (4.19) and habit (3.13). The same principle was used for determining reasons which indicate negative reactions on consumers. According to that, price (3.65) and availability (3.33) are the most important reasons. Less important are inadequate promotion (2.77), package (2.65) and product appearance (2.51). Most of respondents (61%) think organic food supply is in compliance with demand. 60% of respondents intend to increase organic food purchase (12% in average). Respondents ranked purchase in specialized shops (4.06), directly from farms (4.04) and in green markets (4.02) as the most suitable for organic food. Regarding declaration elements, shelf life (4.37), absence of harmful substances (4.22), functional food elements (4.02) and nutritional value (4.03) are the most important elements. Respondents prefer regional and local producers (4.28 and 4.04, respectively) over foreign producers (2.86). According to survey analysis, future promotional activities should be focused on health aspect, taste and environmental care (the most important purchase motives). Certain attention should be concentrated on price and availability (the reasons which indicate negative reactions on consumers) as well as development of direct sale and specialized shops (the best ranked places of purchase). Moreover, producers should pay certain attention to declaration elements (especially marking shelf life, absence of harmful substances, functional food aspects and nutritional value).

organic food ; consumer behavior ; preferences ; prices ; eastern Croatia

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Podaci o prilogu

411-418.

2009.

objavljeno

Podaci o matičnoj publikaciji

Proceedings of 4th Aspects and Visions of Applied Economics and Informatics

Nábrádi, András

Deberecen: University of Debrecen, Faculty of Agricultural Economics and Rural Development

978-963-9732-83-4

Podaci o skupu

4th Aspects and Visions of Applied Economics and Informatics

predavanje

26.03.2009-27.03.2009

Debrecen, Mađarska

Povezanost rada

Poljoprivreda (agronomija)