2003, br. 10, str. 187-190
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Uticaj društvenog okruženja kao elementa marketinga organskih poljoprivrednih proizvoda
The influence of the social environment as an element of organic agricultural products management
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica
Sažetak
Društveno okruženje i promene koje se dešavaju u okruženju menjaju ustaljene oblike ponašanja, navike, shvatanja, potrebe potrošača. Potrošač je kompleksno biće, samim tim je i njegovo ponašanje stimulisano i motivisano čitavim spektrom faktora. Društveni faktori direktno utiču na kvalitet života potrošača i potrošnju proizvoda organske poljoprivrede. Sa promenama u kvalitetu života menja se i odnos prema proizvodima organske poljoprivrede kao što se i otvara niz pitanja ko, kada, kako, na koji način kupuje i koristi te proizvode.
Abstract
Social environment and changes that occurs affect traditional forms of behavior, practices, understandings and consumers needs. The consumer is complex being and therefore his behavior is stimulated and motivated by a wide range of factors. Social factors directly affect consumers life quality and the consumption of organic products. Alongside with changes (shifts) in life quality, the attitude towards organic products alters, too, as well as a number of questions arises, such as Who?, When?, How?. In Which Way? the consumer purchases and consumes these products.
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