engleski

Motivation for Healthy Food Consumption and the Role of Brands in the Organic Food Market

Fast life pace and consequently stress, stimulates consumers to increasingly turn to healthy modes of living and eating. Education, right information, product availability and price, all influence healthy food buying decision. However despite a huge amount of information, there is still too little knowledge about healthy and organic food. This refers equally to consumers’ knowledge of products, but also to researchers’ knowledge of reasons for why people adhere to buying such products. This research poses two questions. Firstly, which internal and external factors influence purchasing organic food consumption ; and secondly, do consumers give preference to branded or bio-labelled products in organic food consumption? Various prime motives for organic food consumption are revealed and further analysed in terms of differences among consumer segments. Furthermore, the role of brands in organic food market is examined. This study has important implications primarily on organic food industry, as it indicates motives for its products consumption and so offers grounds for better approaching and satisfying consumer needs. However, studies on healthy food consumption also have implications on the welfare of the society as a whole because they provide basis for improving society’ s eating habits and life quality in general.

healthy food ; organic food ; brand ; consumption motives

Extedned abstracts dostupan je u Knjizi sazetaka XXI. CROMAR congress - Marketing as a factor of sustainable development. ISBN: 978-953-253-063-6