Motives affecting purchasing organic food products

Abstract

There are number of motives for purchasing organic food. However, the most important one is the concern for one's own health that constitutes the main determinant of the positive attitude towards consummation of organic products. The second is the motive for environmental care, arising from the negative impact of conventional agriculture. There are also regional discrepancies affecting the purchase of these groceries, when observing the consumer's motivation. Despite the fact that consumers worldwide are inclined to and have a positive attitude towards organic products, there is a certain percentage of the population that does not decide to purchase them. Thus, a divergence occurs between consumers' preferences and behaviour as a result of limiting factors. The most significant factor behind non-purchase of organic products at the global level is their high price. Significant factors are also their limited availability, satisfaction with conventional food, lack of information, distrust in these products, unsatisfactory selection, and unreliable quality. A significant number of consumers still have no confidence in organic food and its certification process.

Postoje brojni motivi za kupovinu organske hrane. Ipak, kao najvažniji motiv izdvaja se briga o sopstvenom zdravlju, koja čini i glavnu determinantu pozitivnog stava prema konzumiranju organskih namirnica. Nakon zdravlja, drugo mesto zauzima motiv brige o životnoj sredini, proistekao iz negativnih posledica konvencionalne poljoprivrede. Iz ugla sagledavanja motivacije potrošača širom sveta, prisutne su regionalne razlike koje utiču na kupovinu ove vrste namirnica. Iako potrošači širom sveta imaju sklonost i pozitivan stav prema organskim proizvodima, postoji procenat populacije koji se ne odlučuje za kupovinu iste, što znači da je prisutno neslaganje između preferencija i ponašanja potrošača, koje je rezultat delovanja ograničavajućih faktora. Najznačajniji faktor nekupovine organskih proizvoda na globalnom nivou je njihova visoka cena, dok se na ostalim pozicijama nalazi njihova ograničena dostupnost, zadovoljstvo konvencionalnom hranom, nedostatak informacija i poverenja u ove proizvode, nezadovoljavajući asortiman, nepouzdan kvalitet, dok znatan deo potrošača i dalje nema poverenja u organsku hranu i proces sertifikacije.