engleski

CONSUMERS´ PERCEPTIONS OF ORGANIC FOOD PRODUCTS IN CROATIA

The development of organic farming is a topic that is increasingly discussed. In recent years, people are paying more attention to the food they are consuming. Consumers perceive organic products as being acceptable for a healthy lifestyle. The paper aims to study consumers’ perceptions of organic food products in Croatia. For research purposes, a survey was conducted, and a total of 232 completed questionnaires were collected, namely at the organic food fair in Pula and via online networks of the Solidarity Ecological Groups (SEG) in Croatia (Pula, Rovinj, and Osijek). The collected data were analysed with SPSS (22) software, and the results were presented with descriptive statistics, t-test, One- way ANOVA and Principal Component Analysis (PCA). According to the results, the typical organic food buyers are women from 25 to 44 years old with a university degree. Most frequently, respondents purchase fresh fruit and vegetables, honey, cereal and cereal products, milk and dairy products and olive oil. Consumers have confidence in the certification of organic production and eco-labels, and according to PCA, the most important topics related to consumers of the organic food products can be grouped as confidence and quality. The results can be useful as information for a better understanding of consumers` preferences of organic food products in creating a marketing strategy for organic products.

Consumers` perceptions, organic food products, Croatia, Solidarity Ecological Groups (SEG)

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