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2011, vol. 58, br. 3, str. 441-456
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Istraživanje stavova potrošača o potrošnji organske hrane u Srbiji
Research on consumer attitudes of organic food consumption in Serbia
Sažetak
U radu autori istražuju stavove potrošača o kupovini i potrošnji organske hrane u Republici Srbiji. Cilj istraživanja jeste identifikacija najvažnijih činilaca koji utiču na tražnju organskih poljoprivrednih proizvoda. Tri četvrtine ispitanika nije upoznato sa zakonom o organskoj hrani. Potrebna je značajnija edukacija potrošača u ovom pravcu u cilju bolje informisanosti i povećanja tražnje. Najveći deo ispitanika (40%) ima poverenje u domaće organske proizvode, što predstavlja dobru osnovu za povećanje ponude na tržištu. Najveći deo ispitanika organske poljoprivredne proizvode kupuje na tržnicama (40%) uočava se da opada značaj specijalizovanih prodavnica tzv. 'organske' hrane. Polovina ispitanika smatra da organski poljoprivredni proizvodi imaju visoku cenu, što predstavlja značajan limitirajući činilac povećanja tražnje i potrošnje. Skoro polovina anketiranih spremna je da plati više za kupovinu organskih proizvoda. Ovo deluje ohrabrujuće, jer postoji briga potrošača o svom zdravlju, takođe, ovo treba da motiviše i proizvođača organske hrane da povećaju obim i asortiman svojih proizvoda. Tri četvrtine ispitanika smatra da su organski proizvodi 'zdravi' za ishranu, što, takođe, treba da predstavlja dodatni motiv za rast njihove potrošnje. Rezultati ukazuju da još uvek nije razvijena i izgrađena svest potrošača o organskoj hrani. Tržište organske hrane još uvek nije u dovoljnoj meri razvijeno. Neophodno je proširiti asortiman proizvoda iz organske poljoprivrede i prehrambene industrije, imati kontinuiranu ponudu i razvijati adekvatan marketing. Uz dobru informisanost i edukaciju potrošača moguće je potrošnju podići na viši nivo.
Abstract
In this paper authors research consumer attitudes about the purchase and consumption of organic food in the Republic of Serbia. The aim of this research is to identify main factors that influence on demand for organic agricultural products. Three quarters of respondents are not familiar with the law on organic food. Requires a significant consumer education in this direction in order to better inform and increase demand. The largest proportion of respondents (40%) have confidence in domestic organic products, which is a good basis to increase supply in the market. The largest number of interviewed persons buy organic agricultural products at the markets (40%), it is observed declining importance of the specialized shops, so-called 'organic' food shops. Half of respondents believe that organic agricultural products have a high price, which is a significant limiting factor of increasing demand and consumption. Almost half of respondents are willing to pay more to purchase organic products. Three quarters of respondents consider that organic products are 'healthy' nutrition, which also should represent an additional motivation for the growth of their consumption. The results indicate that consumer awareness of organic food is not yet developed and built. Also, the market for organic food is still not sufficiently developed. It is necessary to extend the range of products from organic agriculture and food industry, to have a continuous supply and to develop appropriate marketing. With good information and education of consumers consumption can be upgraded to a higher level.
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