engleski

CONSUMERS' ATTITUDE TOWARDS ORGANIC FOOD: CASE OF DUBROVNIK BITTER ORANGE JAM

In the structure of ecological production, autochthonous ecological products occupy a very important position. Such a production benefits, in the first place, to the consumers who expect healthy and highly quality products, as well as to the producers and local community. Consumers looking for the domestic autochthonous products are well educated and willing to pay more for them. The aim of this paper is to investigate consumer’s attitude towards organic food in the region of Dubrovnik and their interest for buying bitter orange jam as an ingenious ecological product. The increase in production and consumption can contribute significantly to the development of small and medium enterprises in the region of Dubrovnik and to create better life condition in rural area. For the purpose of this paper descriptive quantitative research has been conducted using a structured questionnaire on the sample of 228 respondents and a qualitative research using in-depth interviews with 30 experts in tourism. The results of the research show that there is a great interest of different segments for bitter orange jam as the ecological autochthonous product. Dubrovnik bitter orange jam is very appropriate as a genuine Dubrovnik souvenir.

autochthonous ecological product, Dubrovnik, consumers, attitudes, jam

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