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Marketing
2019, vol. 50, br. 3, str. 186-194
jezik rada: srpski
vrsta rada: izvorni naučni članak
doi:10.5937/markt1903186V

Creative Commons License 4.0
Uticaj percepcije potrošača o nutritivnoj vrednosti organske hrane na spremnost da se plati viša cena
aUniverzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment
bUniverziteta Union u Beogradu, Beogradska bankarska akademija, Fakulteta za bankarstvo, osiguranje i finansije

e-adresa: jvapa@fimek.edu.rs, hasan.hanic@bba.edu.rs

Sažetak

Sve vec'i interesza organsku poljoprivredu podstakao je pojavu brojnih naučno istraživačkih radova koji upoređuju različite aspekte organske i konvencionalno proizvedene hrane. Sve je više potrošača u našoj zemljispremno da plativišu cenu za organske proizvode, jer smatraju da, u odnosu na konvencionalne proizvode, ovi proizvodi imaju više nutritivne vrednosti i da shodno tome umanjuju zdravstvene rizike vezane za konzumiranje namirnica. Cilj rada je da istraži da li spremnost potrošača da plate višu cenu prilikom kupovine organskih proizvoda zavisi od potrošačeve procene nutritivnih svojstava. U cilju ostvarenja definisanih ciljeva istraživanja procesistraživanja u ovom radu obuhvata teoretski i empirijski deo. Istraživanje je urađeno 2017. godine na teritoriji Republike Srbije. Za analizu podataka ovog rada upotrebljen je statistički programski paket SPSS. Za testiranje postavljenih istraživačkih hipoteza korišćenisu odgovarajući metodi statističke analize koji obuhvataju neparametarske tehnike analize i korelacionu analizu. Rezultati istraživanja su statistički signifikantni, tako da imamo argumenata da zaključimo da su potrošači koji smatraju da organski proizvodi imaju više nutritivne vrednostispremniji da plate višu cenu za organske proizvode. Ovaj rad doprinosi naučnoj literaturi i dolazi do originalnih rezultata u pogledu faktora koji opredeljuju odluku potrošača prilikom kupovine organskih proizvoda.

Ključne reči

organski proizvodi; spremnost da se plati viša cena; procena nutritivne vrednosti; stavovi potrošača; Republika Srbija

Reference

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