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2016, vol. 47, br. 4, str. 255-266
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Društveni marketing u funkciji unapređenja ishrane i zdravlja potrošača u Srbiji
Nutrition and health issues of consumers in Serbia: Social marketing perspective
Sažetak
Rapidan rast gojaznosti i povećani rizik od hroničnih bolesti ukazuju na potrebu poboljšanja zdravlja i ishrane potrošača globalno i posebno u Srbiji. Ovaj rad ukazuje na mogućnost upotrebe društvenog marketinga u unapređenju zdravlja i ishrane potrošača. Prikazani su osnovni rezultati kvalitativnog i kvantitativnog istraživanja koje je sprovedeno u cilju identifikovanja ponašanja, znanja i stavova potrošača u potrošnji hrane sa zdravstvenim i nutritivnim izjavama. Na osnovu istraživanja, u radu su date određene preporuke u cilju oblikovanja programa društvenog marketinga u oblasti unapređenja ishrane i znanja potrošača.
Abstract
Due to the rapid growth of chronic diseases there is a necessity for nutrition changes, globally and especially in Serbia. The aim of this paper is to explore possibilities of usage of social marketing in the area of nutrition improvement and changes. The results of qualitative and quantitative research are presented in the paper, regarding consumers' behavior, nutrition knowledge and attitudes toward food products with nutrition and health claims. Our idea is that this kind of analysis can be helpful for development of social marketing program for improvement of nutrition habits and nutrition knowledge of people in Serbia.
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