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i l i at a u Z a g r e b u , Z a v o d z a m a r k e t i n g u p o l j o p r i v r e d i ,
S v e t o ai m u n s k a 2 5 , Z a g r e b , H r v a t s k a ( k o n t a k t - o s o b a : H Y P E R L I N K " m a i l t o : d k o v a c i c @ a g r . h r " d k o v a c i c @ a g r . h r )
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i l i at a u Z a g r e b u , s t u d e n t i c a d i p l o m s k o g s t u d i j a A g r i b i z n i s i r u r a l n i r a z v i t a k
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Z b o g p r e v l a d a v a n j a m e t o d o l o ak i h t e ak o a p o s t o j e i h u p i t n i k a i at o b o l j e p r i l a g o d b e h r v a t s k i m p o t r o aa
i m a , i z l i t e r a t u r e j e p r e u z e t i p r e v e d e n U p i t n i k p r e h r a m b e n o g ~i v o t n o g s t i l a . O v a j u p i t n i k s e s a s t o j i o d 1 2 s u b s k a l a k o j e s e o d n o s e n a p o n a aa n j e p o t r o aa
a , p r e h r a m b e n e n a v i k e i s t a v o v e t e n a d r u at v e n u d i m e n z i j u p r e h r a n e . P r i m j e n o m u p i t n i k a k o j i s e s a s t o j i o d 6 9 i z j a v a d o b i v a j u s e p o d a c i o p r e h r a m b e n o m ~i v o t n o m s t i l u i s p i t a n i k a . R e z u l t a t i i s t r a ~i v a n j a p o k a z u j u v i s o k e k o e f i c i j e n t e u n u t a r n j e k o n z i s t e n c i j e n a 8 s u b s k a l a u p i t n i k a , d o k j e p o u z d a n o s t 4 s u b s k a l e n i s k a . U p i t n i k j e p o t r e b n o n a d a l j e p o b o l j aa t i i p r i l a g o d i t i d a b i s e d o b i l i b o l j i r e z u l t a t i p o u z d a n o s t i z a p o j e d i n e s k a l e i u p i t n i k u c j e l i n i .
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a u v o d i 1 9 6 3 . g o d i n e L a z e r ( p r e m a R y a n i s u r . , 2 0 0 4 . ) k a o j e d n u o d v a r i j a b l i p s i h o g r a f s k e s e g m e n t a c i j e t r ~i at a . }i v o t n i s t i l p r e d s t a v l j a z b i r n i k o n s t r u k t k o j i s e d e f i n i r a k a o n a
i n k a k o l j u d i ~i v e i p r o v o d e s v o j e v r i j e m e i k a k o t r o ae s v o j n o v a c . D r u g i m r i j e
i m a , o n o d r a ~a v a n j i h o v e a k t i v n o s t i , i n t e r e s e i m i al j e n j a o s e b i , t e o n i m a k o j i i h o k r u ~u j u , at o n a j v i ae c i j e n e i d o k o j i h v r i j e d n o s t i d r ~e ( B r u n s i G r u n e r t , 1 9 9 8 ) . U ai r e m s m i s l u , ~i v o t n i s t i l s e d e f i n i r a k a o m e n t a l n i k o n s t r u k t k o j i o b j a an j a v a p o n a aa n j e v e z a n o u z p o j e d i n u s k u p i n u p r o i z v o d a ( n p r . p r e h r a m b e n i p r o i z v o d i ) i s a s t o j i s e o d n i z a k o g n i t i v n i h k a t e g o r i j a i n j i h o v i h i z v e d e n i c a k o j e s e o d n o s e n a s k u p i n u p r o i z v o d a i l i s k u p v r i j e d n o s t i ( B r u n s i G r u n e r t , 1 9 9 8 ) .
P o l a z e i o d p r e t p o s t a v k e d a s t i l ~i v o t a m o ~e b i t i s p e c i f i
a n z a k a t e g o r i j u p r o i z v o d a , r a z v i j e n j e i n s t r u m e n t z a m j e r e n j e s t i l a ~i v o t a u p r e h r a n i , t z v . F R L Q ( F o o d R e l a t e d L i f e s t y l e Q u e s t i o n n a i r e ) i n s t r u m e n t ( B r u n s i G r u n e r t , 1 9 9 5 ) , u z p o m o k o j e g a s e n a s t o j i s p o z n a t i k a k o p o t r o aa
i k u p u j u , p r i p r e m a j u i k o n z u m i r a j u p r e h r a m b e n e p r o i z v o d e , a d a j e t o u s k l a d u s n j i h o v i m o s o b n i m v r i j e d n o s t i m a . R a d i s e o i n s t r u m e n t u k o j i s e n a j
e ae k o r i s t i k a o s r e d s t v o z a s e g m e n t a c i j u t r ~i at a u p o d r u
j u i s t r a ~i v a n j a p r e h r a m b e n i h p r o i z v o d a , a k o j i m j e r i s t a v o v e p o t r o aa
a p r e m a h r a n i , o d p r o c e s a k u p n j e p r e h r a m b e n i h p r o i z v o d a d o p r o c e s a k o n z u m i r a n j a i s t i h . I n s t r u m e n t s e s a s t o j i o d 6 9 t v r d n j i k o j e s a
i n j a v a j u u k u p n o 2 3 d i m e n z i j e ( t r i t v r d n j e p o d i m e n z i j i ) . D i m e n z i j e s u g r u p i r a n e u p e t o s n o v n i h p o d r u
j a k o j a d e t e r m i n i r a j u s t i l ~i v o t a u p r e h r a n i , a t o s u : n a
i n k u p o v i n e , a s p e k t k v a l i t e t e p r e h r a m b e n i h p r o i z v o d a , n a
i n i p r i p r e m a n j a h r a n e , s i t u a c i j e k o n z u m i r a n j a h r a n e i k u p o v n i m o t i v i ( K e s i i P i r i - R a j h , 2 0 0 8 . ) .
I a k o j e F R L Q i n s t r u m e n t k r o s - k u l t u r a l n o v a l i d i r a n i u s p j e an o p r i m j e n j i v a n u r a z l i
i t i m d r ~a v a m a i k u l t u r a m a , j a v l j a s e p o t r e b a s t v a r a n j a n o v o g u p i t n i k a p r e h r a m b e n o g ~i v o t n o g s t i l a k o j i m b i s e m o g l e i s p i t a t i s p e c i f i
n o s t i p o n a aa n j a p o t r o aa
a u H r v a t s k o j k a d a j e p r e h r a n a u p i t a n j u . D a b i s e m o g l a k r e i r a t i h r v a t s k a i n a
i c a u p i t n i k a p r e h r a m b e n o g ~i v o t n o g s t i l a , p o t r e b n o j e z a p o
e t a k p r o v j e r i t i m j e r n e k a r a k t e r i s t i k e i n s t r u m e n t a p r e u z e t o g o d a u t o r a B r u n s i G r u n e r t ( 1 9 9 5 . ) n a u z o r k u i s p i t a n i k a u H r v a t s k o j . N a t a j n a
i n u t v r d i t e s e k o j e s u b s k a l e t o g u p i t n i k a i m a j u z a d o v o l j a v a j u e m j e r n e k a r a k t e r s i t i k e i m o g u s e k o r i s t i t i u d a l j n j i m i s t r a ~i v a n j i m a , a k o j e e v e n t u a l n o t r e b a p r i l a g o d i t i . C i l j o v o g r a d a j e u t v r d i t i p o u z d a n o s t s u b - s k a l a i c j e l o v i t o g U p i t n i k a p r e h r a m b e n o g ~i v o t n o g s t i l a .
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I s t r a ~i v a n j e j e p r o v e d e n o n a u z o r k u o d 3 7 k u a n s t a v a n a p o d r u
j u g r a d a Z a g r e b a . U n u t a r s v a k o g k u a n s t v a , a n k e t i r a n i s u p u n o l j e t n i
l a n o v i i k o n a
n i u z o r a k s a s t o j i s e o d 4 6 i s p i t a n i k a . I n s t r u m e n t k o r i at e n u i s t r a ~i v a n j u j e U p i t n i k p r e h r a m b e n o g ~i v o t n o g s t i l a k o j i j e d o b i v e n p r e v o e n j e m i p r i l a g o d b o m o r i g i n a l n i h
e s t i c a F o o d R e l a t e d L i f e s t y l e Q u e s t i o n n a i r e ( B r u n s i G r u n e r t , 1 9 9 5 ) . K o n a
n a v e r z i j a i n s t r u m e n t a s a s t o j i s e o d 6 9 t v r d n j i p o d i j e l j e n i h u 1 2 s u b - s k a l a : e t n o c e n t r i z a m , i n t e r e s z a z a d r a v l j e , p r e h r a m b e n a n e o f o b i j a , i n t e r e s z a p r i r o d n o , h r a n a k a o n a g r a d a , o g l a aa v a n j e , i n t e r e s z a k u p n j u , d r u at v e n a d i m e n z i j a p r e h r a n e , u l o g a ~e n e u p r e h r a n i , u ~i v a n j e u h r a n i , s v j e ~a h r a n a i p r i g o d e k o n z u m a c i j e . Z a d a t a k i s p i t a n i k a j e b i o d a n a s v a k o j o d 6 9 p o n u e n i h t v r d n j i o d r e d i s v o j s t u p a n j s l a g a n j a s n a v e d e n o m i z j a v o m n a L i k e r t o v o j s k a l i o d 5 s t u p n j e v a g d j e j e 1 o z n a
a v a l o p o t p u n o n e s l a g a n j e , a 5 p o t p u n o s l a g a n j e s n a v e d e n o m t v r d n j o m . Z b o g r a z l i
i t e f o r m u l a c i j e i z j a v a , n e k e i z j a v e s u p r i j e o b r a d e p o d a t a k a r e k o d i r a n e t a k o d a s v e i z j a v e u k o n a
n i c i i m a j u i s t i s m j e r u s m i s l u d a v e i b r o j o z n a
a v a v e u i z r a ~e n o s t o d r e e n e p o j a v e . O b r a d a p o d a t a k a o b a v l j e n a j e u s t a t i s t i
k o m p r o g r a m u S P S S n a n a
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u n a t i C r o n b a c h o v a l f a k o e f i c i j e n t i p o u z d a n o s t i .
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U i s t r a ~i v a n j u j e s u d j e l o v a l o 4 6 p u n o l j e t n i h i s p i t a n i k a k o j i s u u p i t n i k p r e h r a m b e n o g ~i v o t n o g s t i l a i s p u n j a v a l i s a m o s t a l n o n a k o n at o s u d o b i l i u p u t u o d s t r a n e i s t r a ~i v a
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" . F L : 6 H J ļug hj hw aJ mH nH uhM aJ mH nH uhj h9C aJ mH nH uhj heh} aJ mH nH u hj hs= 5aJ mH nH u hj heh} 5aJ mH nH u hj hu# \hj h3b aJ mH nH uh4 mH nH uh4p aJ mH nH uh4 aJ mH nH uh4 h4 aJ mH nH u 'J L V , B 6 8 < r! j% l% n% % ^( ( ( ( / / / / (0 ӵŪӜӕyky_ySySy hj h` mH nH uhj h# mH nH uhj h# aJ mH nH uhj h9C mH nH u hj hC 5aJ mH nH u hj hw hj hj[ aJ mH nH uh@ aJ mH nH u hj h9C 5aJ mH nH u hj hLe aJ mH nH uhj h9C aJ mH nH u hj hw 5aJ mH nH u hj h < aJ mH nH u (0 *0 R0 T0 1 1 1 1 2 < < < = ^> `> p> r> > > > > B? b? d? ? ? ? ? Ĺnn]Q h(6 B* CJ aJ ph !hj h(6 B* CJ OJ QJ ph h` h(6 5B* CJ aJ ph h(6 5B* CJ aJ ph h(6 h(6 5mH nH u j h(6 h(6 5U h(6 h(6 5h[ mH nH uh(6 mH nH uUhj mH nH uhj hj mH nH u hj hC 5aJ mH nH u hj hC 5hj hw aJ mH nH u ak i h i s p i t a n i k a ( 2 8 . 3 % ) . R a s p o n d o b i i s p i t a n i k a k r e e s e o d 1 8 d o 6 5 g o d i n a , a p r o s j e
n a d o b b i l a j e 3 5 g o d i n a . P r e m a s t u p n j u o b r a z o v a n j a , v e i n a i s p i t a n i k a i m a l a j e v i au i v i s o k u s t r u
n u s p r e m u .
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a j e n i k r i t e r i j i z a C r o n b a c h o v a l f a k o e f i c i j e n t p o u z d a n o s t i ( D e V e l l i s , 1 9 9 1 . ) n a v e d e n i s u u T a b l i c i 1 .
T a b l i c a S E Q T a b l i c a \ * A R A B I C 1 . P r i h v a t l j i v e i n e p r i h v a t l j i v e r a z i n e C r o n b a c h a l f a k o e f i c i j e n t a p o u z d a n o s t i
A l f a k o e f i c i j e n t i m p l i c i r a n a p o u z d a n o s t i s p o d 0 . 6 0 n e p r i h v a t l j i v a 0 . 6 0 0 . 6 5 g r a n i
n a 0 . 6 5 0 . 7 0 p r i h v a t l j i v a 0 . 7 0 0 . 8 0 v r l o d o b r a 0 . 8 0 0 . 9 0 o d l i
n a i z n a d 0 . 9 0 t r e b a s k r a t i t i s k a l u ( i z v o r : D e V e l l i s , 1 9 9 1 . )
K o e f i c i j e n t i u n u t a r n j e k o n z i s t e n i j e d o b i v e n i z a s u b - s k a l e i c i j e l i u p i t n i k n a v e d e n i s u u T a b l i c i 2 . R e z u l t a t i p o k a z u j u d a 8 s u b s k a l a z a m j e r e n j e p r e h r a m b e n o g ~i v o t n o g s t i l a i m a p o u z d a n o s t u r a s p o n u o d p r i h v a t l j i v e d o o d l i
n e . e t i r i s u b - s k a l e ( i n t e r e s z a k u p n j u h r a n e , u ~i v a n j e u h r a n i , s v j e ~a h r a n a i p r i g o d a k o n z u m a c i j e ) i m a j u v r i j e d n o s t k o e f i c i j e n t a m a n j u o d 0 , 6 i t a j p o d a t a k u k a z u j e n a p o u z d a n o s t k o j a n i j e z a d o v o l j a v a j u a .
T a b l i c a S E Q T a b l i c a \ * A R A B I C 2 K o e f i c i j e n t i u n u t a r n j e k o n z i s t e n c i j e ( C r o n b a c h a l f a ) z a 1 2 s u b s k a l a U p i t n i k a p r e h r a m b e n o g ~i v o t n o g s t i l a
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e s t i c a - k o e f i c i j e n t E t n o c e n t r i z a m 8 0 . 8 5 I n t e r e s z a z d r a v l j e 8 0 . 8 2 P r e h r a m b e n a n e o f o b i j a 1 0 0 . 7 3 I n t e r e s z a p r i r o d n u h r a n u 6 0 . 7 2 H r a n a k a o n a g r a d a 8 0 . 7 2 O g l a aa v a n j e 3 0 . 7 1 I n t e r e s z a k u p n j u h r a n e 5 0 . 5 6 * D r u at v e n a d i m e n z i j a p r e h r a n e 6 0 . 6 9 U l o g a ~e n e u p r e h r a n i 2 0 . 7 4 U ~i v a n j e u h r a n i 6 0 . 4 4 * S v j e ~a h r a n a 4 0 . 5 5 * P r i g o d e k o n z u m a c i j e 3 0 . 3 7 * U K U P N O U p i t n i k P }S 6 9 0 . 6 6 ( i z v o r : v l a s t i t o i s t r a ~i v a n j e )
K o e f i c i j e n t p o u z d a n o s t i c i j e l o g u p i t n i k a i z n o s i 0 . 6 6 at o j e n a g r a n i c i p r i h v a t l j i v o s t i , a l i t o j v r i j e d n o s t i s u p r i d o n i j e l e i
e t i r i s u b - s k a l e n i ~e p o u z d a n o s t i p a s e m o ~e p r e t p o s t a v i t i d a b i s e o d b a c i v a n j e m t i h s k a l a d o b i l a v e a p o u z d a n o s t i n s t r u m e n t a u c j e l i n i . I p a k , p o at o j e o v d j e r i j e
o p r e l i m i n a r n o m i s t r a ~i v a n j u
i j i c i l j j e u t v r d i t i m e t r i j s k e k a r a k t e r i s t i k e i n s t r u m e n t a , p o t r e b n a s u d a l j n j a t e s t i r a n j a s u b - s k a l a i c i j e l o g i n s t r u m e n t a k a k o b i s e o n b o l j e p r i l a g o d i o s v r s i i s t r a ~i v a n j a p r e h r a m b e n o g ~i v o t n o g s t i l a p o t r o aa
a u H r v a t s k o j . B o l j o m f o r m u l a c i j o m i z j a v a , p o v e a n j e m b r o j a
e s t i c a i t e s t i r a n j i m a n a v e e m u z o r k u i s p i t a n i k a m o ~g u s e p o s t i i b o l j i p o k a z a t e l j i p o u z d a n o s t i z a o v a j i n s t r u m e n t . O s i m t o g a , p o t r e b n o j e u d a l j n j i m i s t r a ~i v a n j i m a p r o v j e r i t i i d r u g e m j e r n e k a r a k t e r i s t i k e o v o g i n s t r u m e n t a k a o at o s u v a l j a n o s t , o b j e k t i v n o s t i o s j e t l j i v o s t . N a t a j n a
i n e s e k r e i r a t i i n s t r u m e n t k o j e g e b i t i m o g u e k o r i s t i t i u b u d u i m i s t r a ~i v a n j i m a p o n a aa n j a p o t r o aa
a u p r e h r a n i i u t j e c a j ~i v o t n o g s t i l a p o t r o aa
a n a n j i h o v o p o n a aa n j e u i z b o r u p r e h r a m b e n i h p r o i z v o d a .
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a , s t a v o v e o p r e h r a n i i d r u at v e n u d i m e n z i j u p r e h r a n e . O d 1 2 s u b s k a l a , n a 8 s u u t v r e n i v i s o k i k o e f i c i j e n t i u n u t a r n j e k o n z i s t e n c i j e d o k n a 4 s u b s k a l e k o e f i c i j e n t i n i s u z a d o v o l j a v a j u i , a u k u p n a p o u z d a n o s t u p i t n i k a j e n a g r a n i c i p r i h v a t l j i v o s t i . P o t r e b n a s u d a l j n j a i s t r a ~i v a n j a i t e s t i r a n j a o v o g u p i t n i k a k a k o b i s e s k a l e n i ~e p o u z d a n o s t i p o b o l j aa l e i p r i l a g o d i l e
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i n i o p o u z d a n i j i m z a b u d u a i s t r a ~i v a n j a . O s i m t o g a , p o t r e b n o j e , u z p o u z d a n o s t , p r o v j e r i t i i o s t a l e m j e r n e k a r a k t e r i s t i k e o v o g i n s t r u m e n t a .
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B r u n s o , K . , G r u n e r t , K . G . ( 1 9 9 5 ) . D e v e l o p m e n t a n d t e s t i n g o f a c r o s s - c u l t u r a l l y v a l i d i n s t r u m e n t : f o o d - r e l a t e d l i f e s t y l e , A d v a n c e s i n C o n s u m e r R e s e a r c h , V o l . 2 2 , N o . 1 , 1 9 9 5 , s t r . 4 7 5 - 4 8 0 .
B r u n s o , K . , G r u n e r t , K . G . ( 1 9 9 8 ) . C r o s s - c u l t u r a l s i m i l i a r i t i e s a n d d i f f e r e n c e s i n s h o p p i n g f o r f o o d , J o u r n a l o f B u s i n e s s R e s e a r c h , V o l . 4 2 , 1 9 9 8 , s t r . 1 4 5 - 1 5 0 .
D e V e l l i s , R . F . ( 1 9 9 1 ) . S c a l e d e v e l o p m e n t . N e w b u r y P a r k , N J : S a g e P u b l i c a t i o n s .
K e s i , T . , P i r i R a j h , S . ( 2 0 0 8 ) : M a r k e t s e g m e n t a t i o n i n t h e R e p u b l i c o f C r o a t i a a c c o r d i n g t o f o o d - r e l a t e d l i f e s t y l e , E k o n o m s k i p r e g l e d , V o l . 5 9 , N o . 9 / 1 0 , , s t r . 5 0 3 - 5 2 2 . .
R y a n , I . , C o w a n , C . , M c C a r t h y , M . , O S u l l i v a n , C . ( 2 0 0 4 ) S e g m e n t i n g I r i s h f o o d c o n s u m e r s u s i n g t h e f o o d - r e l a t e d l i f e s t y l e i n s t r u m e n t , J o u r n a l o f I n t e r n a t i o n a l F o o d & A g r i b u s i n e s s M a r k e t i n g , V o l . 1 6 , N o . 1 , , s t r . 8 9 - 1 1 4 .
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