Naslov
Percieved barriers for buying organic food products

Autori
Ham, Marija ; Pap, Ana ; Bilandžić, Karla

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development (Book of Proceedings), 18th International Scientific Conference on Economic and Social Development –“Building Resilient Society” / Damir Mihanovic, Anica Hunjet, Zeljka Primorac - Zagreb : Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia ; Faculty of Management University of Warsaw , Warsaw, Poland ; University North, Koprivnica, Croatia., 2016, 162-174

Skup
18th International Scientific Conference on Economic and Social Development –“Building Resilient Society”

Mjesto i datum
Zagreb, Hrvatska, 09.12.2016. - 10.12.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Barriers; Intention; Organic food products

Sažetak
In marketing, it is of great importance to realize and understand the motives and barriers for a certain type of behavior. Based on determined motives and barriers, it is possible to design the appropriate marketing strategy in order to achieve a specific short- or long-term goal. The purpose of this paper is to determine the main barriers for buying organic food products or the factors that negatively influence the intention to buy these type of products. Based on an extensive previous research, the intention to purchase is the best predictor of the actual behavior. The study is based on the outcomes of a questionnaire completed by a sample of 411 household primary shoppers from Eastern Croatia. Results from regression analysis reveal significant negative relationship between organic food purchase intention and cost barriers, time barriers, knowledge barriers and negative attitudes on organic food. Based on the model developed, these identified barriers explain 52.9% of the variance in intention to purchase organic food with the negative attitudes being the strongest contributor to the variance explained. Identified barriers that prevent the buyers to opt for a green product at the time of purchase indicate the great potential and the importance of action in terms of marketing at the level of different social stakeholders. In other words, the main barriers identified can and need to be minimized or eliminated by marketing actions in order to stimulate buying organic food products.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA