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Ekonomika poljoprivrede
2017, vol. 64, iss. 3, pp. 1049-1064
Consumers attitudes on organic food in Serbia and Croatia: A comparative analysis
Perić Nenada, Vasić Nikčević Andrijanaa, Vujić Nenadb ORCID
aMetropolitan University, Belgrade, Serbia
bEconomics Institute, Belgrade, Serbia

email: nenad.peric@metropolitan.ac.rs, andrijana.vasic@metropolitan.ac.rs, nenadvujicvuja@open.telekom.rs
Keywords: organic food consumption; consumer’s attitude; decision making process
Abstract
The aim of this study was to investigate the association between socio-demographic variable and attitudes of respondents from Serbia and Croatia towards organic food. Consumers around the world have a positive attitude towards organic food without particular differences between various socio-demographic variables. However, the level of organic food consumption is low - organic farming covers 1% of agricultural land. High price and low income of respondents represent the basic limiting factors. The economic factor is especially important for the markets of Serbia and Croatia. Also, a lack of information and trust in the organic production and organic certificates constitute part of the decision in purchase. Therefore, manufactures of organic products needs marketing activities to build a recognizable brand and develop trust among consumers. Also, consumers have shown a high degree of self-awareness in making decisions about the purchase of organic products, which makes brand communication at the point of sale very important.
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About

article language: English
document type: Original Scientific Paper
DOI: 10.5937/ekoPolj1703049P
published in SCIndeks: 27/12/2017
peer review method: double-blind
Creative Commons License 4.0

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