Povjerenje potrošača u kvalitetu meda

master's thesis

• Title (english): Consumers Trust in the Quality of Honey
• Author: Martin Husinec
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Committee member: Dragan Bubalo (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2024-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Med je jedna od zdravih namirnica koja je već mnogo stoljeća prisutna u ljudskoj prehrani. To je sladak i gust sok koji proizvode pčele od nektara koji skupljaju na cvjetovima ili od slatkih izlučevina (medne rose) nekih kukaca. Spoznaje o pozitivnom utjecaju konzumacije meda na zdravlje utječe na povećanje potražnje za medom. Republika Hrvatska ima dobre predispozicije u vidu klime, prirodnih bogatstava i duge tradicije te višestoljetnog znanja pčelara za proizvodnju kvalitetnog meda. Međutim, u posljednje vrijeme na tržištu se sve češće pojavljuju patvorine meda, što narušava povjerenje potrošača u kvalitetu meda. Cilj ovog istraživanja bio je utvrditi preferencije i kupovno ponašanje potrošača meda te utvrditi čimbenike koji utječu na povjerenje potrošača u kvalitetu meda kojeg kupuju. Anketno ispitivanje koje je provedeno na uzorku od 156 ispitanika je pokazalo da potrošači meda najčešće konzumiraju med iz zdravstvenih razloga nekoliko puta tjedno. Potrošnja meda kod konzumenata ostala je ista kao i prethodnih godina i smatraju da kupuju med koji nije patvoren.Potrošači najviše kupuju med od proizvođača u koje imaju najviše povjerenja.

Abstract (english)

Honey is one of the healthiest foods that has been present in human diet for many centuries. It is a sweet and thick liquid produced by bees from the nectar they collect from flowers or from the sweet secretions (honeydew) of certain insects. The awareness of the positive impact of honey consumption on health has led to an increased demand for honey. The Republic of Croatia has favorable conditions in terms of climate, natural resources, and a long tradition, along with centuries-old beekeeping knowledge, for producing high-quality honey. However, in recent times, the market has seen a growing presence of counterfeit honey, which undermines consumer trust in the quality of honey. The aim of this research was to determine consumer preferences and purchasing behavior regarding honey, as well as to identify factors that influence consumer trust in the quality of the honey they purchase. A survey conducted on a sample of 156 respondents showed that consumers most often consume honey for health reasons, several times a week. Honey consumption among consumers has remained the same as in previous years, and they believe they are purchasing non-counterfeit honey. Consumers mainly buy honey from producers they trust the most.

• Keywords: med; potrošač; povjerenje
• Keywords (english): honey; consumer; trust
• Language: croatian
• URN:NBN: urn:nbn:hr:204:312327
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2025-09-27
• Created on: 2024-11-05 12:08:04