Čimbenici kupnje ekološkog jogurta

master's thesis

• Title (english): The factors organic yogurt purchase
• Author: Anamarija Pavlina
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Ivica Kisić (član povjerenstva)
• Committee member: Milna Tudor Kalit (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2019-02-28, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Tržište ekološke hrane je u stalnom porastu, pri čemu ekološki jogurt pripada u kategoriju mliječnih proizvoda koji su među najprodavanijim ekološkim proizvodima. Cilj ovog rada je ispitati ponašanje potrošača u kupnji i potrošnji ekološkog jogurta, te utvrditi uključenost potrošača u kupnju ekološkog jogurta, svijest o zdravlju, brigu o sigurnosti hrane i stavove o ekološkom jogurtu te motive za kupnju ekološkog jogurta. Provedeno je on-line anketno ispitivanje na uzorku od 196 kupaca ekološkog jogurta. Više od trećine ispitanika kupuje i konzumira ekološki jogurt dva do tri puta mjesečno. Ispitanici najčešće kupuju ekološki jogurt od kravljeg mlijeka, u plastičnoj ambalaži, u supermarketima i specijaliziranim trgovinama. Najvažniji motiv za kupnju ekološkog jogurta je zdravlje i hranjiva vrijednost. Ispitanici imaju srednju razinu uključenosti pri kupnji ekološkog jogurta, razvijenu svijest o zdravlju, te pozitivne stavove o ekološkom jogurtu i visoku brigu o sigurnosti hrane. Rezultati ovog istraživanja korisni su proizvođačima ekološke hrane, posebno proizvođačima ekološkog jogurta.

Abstract (english)

The organic food market is on a steady rise, with organic yogurt falling into the category of dairy products that are among the best-selling organic products. The aim of this paper is to determine the behavior of consumers in process of buying and consuming organic yogurt, as well as to determine consumer involvement in organic yogurt purchase, health awareness, food safety concern and attitudes towards organic yoghurt and motives for organic yogurt purchase. An on-line survey was conducted on a sample of 196 consumers of organic yogurt. More than a third of respondents buy and consume organic yogurt two to three times a month. Respondents tend to buy organic yogurt made from cow's milk, in plastic packaging, mostly in supermarkets and in specialized stores. The most important motive for buying organic yogurt is health and nutritional value of product. Respondents have a medium level of involvement in organic yogurt purchase, high health awareness, and positive attitudes toward organic yogurt and high food safety concern. The results of this research are useful for organic food producers, especially organic yogurt producers.

• Keywords: ekološka hrana; ekološki jogurt; potrošači; stavovi; motivi
• Keywords (english): organic food; organic yogurt; consumers; attitudes; motives
• Language: croatian
• URN:NBN: urn:nbn:hr:204:392641
• Study programme: Title: Organic Agriculture with Agrotourism; Study programme type: university; Study level: graduate; Academic / professional title: magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma (magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-03-27 13:28:58