Profil online kupaca ekoloških prehrambenih proizvoda u Hrvatskoj

master's thesis

• Title (english): Online consumers profile of organic food in Croatia
• Author: Matea Šaban
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Committee member: Ivica Kisić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Povjerenje u kvalitetu proizvoda, sigurnost hrane i sve veća briga za okoliš razlozi su povećane potražnje za ekološkim proizvodima. U posljednjih desetak godina u svijetu dolazi do ekspanzije Internet prodaje koja postaje jedan od glavnih kanala prodaje i ekoloških prehrambenih proizvoda. Cilj rada bio je prikazati i analizirati postojeće Internet servise u Hrvatskoj, utvrditi profil online kupaca s obzirom na njihova sociodemografska obilježja, te utvrditi stavove i kupovno ponašanje kupaca ekoloških proizvoda putem Interneta. Online anketno ispitivanje provedeno je na prigodnom uzorku od 222 ispitanika koji kupuju online. Anketnim upitnikom obuhvaćena su pitanja o vrsti ekoloških proizvoda koji se kupuju, mjesečnoj potrošnji na kupovinu, načinu plaćanja, razini povjerenje te putem kojih servisa se najčešće kupuje. Nadalje, obuhvaćena su pitanja koja su se odnosila na motive ispitanika za kupovinu ekoloških proizvoda putem Interneta. Ispitanici su na ljestvici od 5 stupnjeva iskazali stupanj suglasnosti s izjavama kojima su se mjerili motivi. Prema rezultatima istraživanja, najzastupljeniji ekološki proizvodi koji se kupuju putem Interneta su med, jaja i mesne prerađevine. Najposjećeniji Internet servis putem kojih ispitanici kupuju svoje proizvode su Burza hrane i Fino.hr. Ispitanici uglavnom na mjesečnoj razini izdvajaju od 501 do 800 kuna za kupnju tih istih proizvoda, a način plaćanja je gotovo jednak putem kreditne kartice ili pouzećem. Problemi s kojima se najčešće susreću kod Internet kupovine su vrijeme čekanja isporuke i razlika između očekivanog i dobivenog proizvoda. S ocjenom zadovoljan i potpuno zadovoljan u najvećem broju ocjenjuju zadovoljstvo postojećom ponudom, cijenom i kvalitetom usluge. Mogućnost razvoja vidi se kroz proširenje ponude i povećana zastupljenost prodaje putem Interneta osobito za mlade generacije.

Abstract (english)

Quality of the products, safety of the food and the increasing environmental care are the reasons of the organic products demand’s growth. In the last decade the online selling has become one of the main ways of selling organic and alimentary products. The aim was to outline and analyze the exisiting Internet service in Croatia, define the profile of online buyers regards to theirs sociodemographic chacteristics, and determine ecological products buyers’ attitude and behaviour. Online questionaire has been applied on suitable sample of 222 examinees who buy online. The questionaire encloses questions about the type of the organic products, monthly consumption, the way of payment and the most frequent service used Further, there were questions regarding the buyers’ motive for purchasing online organic products. Examinees expressed their level of consent with the statements that measured motives on the scale of 5 degrees. According to the results of the research the most frequent organic products bought online are honey, eggs and processed meats. The most populat internet service used by buyers for purchasing their products are Burza hrane and Fino.hr. Examinees usually spend from 501 to 800 kuna monthly for purchasing that products, and the way of payment is almost always the same by credit card or cash on delivery. Problems they usually come across with online purchasing are the delivery time and the difference between the expected and the delivered product. They were satisfied or completely satisfied with the existing offer, price and the quality of the service. The possibility of development is seen throught the expansion of the offer and the increasing online purchasing presence especially for the young generations.

• Keywords: ekološka hrana; internet prodaja; povjerenje; ponašanje potrošača
• Keywords (english): organic food; internet purchasing; trust; consumers behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:204:843585
• 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: Open access
• Created on: 2019-11-15 07:48:16