Povjerenje vegetarijanaca i vegana u Europsku vegetarijansku oznaku

master's thesis

• Title (english): The trust of vegetarians and vegans in European vegetarian label
• Author: Ana Brunović
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Ivica Kisić (član povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Na tržištu prehrambenih proizvoda u Hrvatskoj ne postoji jedinstvena oznaka kojom se označava hrana pogodna za vegetarijance i vegane. V-oznaku dodjeljuje Europska vegetarijanska unija proizvodima izrađenim u skladu s vegetarijanskom i veganskom etikom. Cilj istraživanja bio je utvrditi ponašanje vegetarijanaca i vegana u kupnji prehrambenih proizvoda, njihovo znanje i povjerenje prema europskoj vegetarijanskoj oznaci. U tu svrhu provedeni su intervjui na prigodnom uzorku od 50 ispitanika. Čak 76 % ispitanih prepoznaje V-oznaku, te ispitanici pokazuju visoki stupanj povjerenja u V-oznaku. Među ispitanicima je većina onih koju su spremni platiti više za proizvode koji nose V-oznaku, a gotovo polovica ispitanika navodi da će vrlo vjerojatno kupovati proizvode označene V-oznakom u budućnosti.
Rezultati ovog istraživanja su korisni za proizvođače prehrambenih proizvoda, ali i za potrošače, posebno za vegetarijance i vegane, kao i za članove udruge Prijatelji životinja koja provodi certificiranje proizvoda V-oznakom na području Republike Hrvatske.

Abstract (english)

In the Croatian food products market there is no unique food label suitable for vegetarians and vegans. V-label is assigned to products made in line with vegetarian and vegan ethics by the European Vegetarian Union. Research objective was to determine the behaviour of vegetarians and vegans in purchasing food products, as well as their awareness of and trust in European vegetarian label. For that purpose, interviews have been conducted on a suitable sample of 50 respondents. Even 76 % of the respondents recognize V-label and express a high degree of trust in it. Most respondents are willing to pay more for products with V-label and almost half of the respondents’ state that they will very probably buy V-labelled products in the future.
Results of this research are useful to food producers, but also for consumers, especially for vegetarians and vegans, as well as to members of the association Prijatelji životinja that certifies products with V-label on the territory of the Republic of Croatia.

• Keywords: V-oznaka; vegetarijanstvo; veganstvo; povjerenje potrošača; prehrambene oznake
• Keywords (english): V-label; vegetarianism; veganism; consumer’s trust; food labels
• Language: croatian
• URN:NBN: urn:nbn:hr:204:048940
• 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: 2019-11-13 09:04:22