Research of Consumer’s Preferences for Selected Organic Groceries

Abstract

Despite the favorable conditions for organic production, the domestic supply of certified organic products is still modest. In practice, the opinion is that Serbian consumers prefer organic to conventional products. To estimate this hypotesis research on consumer attitudes was carried out. The survey was conducted in the city of Kraljevo, where production and market of organic products is on the early development stage, so that it can be regarded as a representative area of Central Serbia. The aim of this study was to determine the habits and attitudes of consumers related to the purchase and potential demand of certain organic foods. The significance of this work lies in the fact that it could be used to determine the framework for organic production; it could be usefull to other researchers, institutions, and also to potential producers of organic products in the direction of further development of organic production.

Pored toga što postoje povoljni uslovi za organsku proizvodnju, činjenica je da je ponuda sertifikovanih organskih proizvoda poreklom iz Republike Srbije još uvek skromih razmera. U praksi se često nailazi na mišljenje da potrošači u Srbiji preferiraju organske u odnosu na konvencionalne proizvode. Kako bi se ocenila navedena tvrdnja izvšeno je istraživanje stavova potrošača u Kraljevu, gde je proizvodnja, ali i tržište organskim proizvodima u povoju, tako da se ovaj grad može smatrati reprezentativnim za područje Centralne Srbije. Cilj ovog rada je bio da se utvrde navike i stavovi potrošača vezani za kupovinu i potencijalnu tražnju pojedinih namirnica organskog porekla. Značaj ovog rada ogleda se u tome što može poslužiti za stvaranje okvira za organsku proizvodnju, što može biti smernica drugim istraživačima, institucijama, ali i potencijalnim proizvođačima organskih proizvoda u smeru daljeg razvoja organske proizvodnje.