Utjecaj prehrambene neofobije na ponašanje potrošača u konzumaciji etničke hrane

master's thesis

• Title (english): The influence of nutritional neoofobia on consumer behavior in the consumption of ethnic food
• Author: Kristina Deronja
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Committee member: Milna Tudor Kalit (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: 2019-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Ponuda etničke hrane na svjetskoj razini raste iz godine u godinu, prvenstveno zahvaljujući migracijama. No, zasad cjelokupnu ponudu i potražnju za etničkom hranom u Hrvatskoj ne možemo mjeriti s razvijenim zapadnoeuropskim zemljama, što je i razumljivo s obzirom na relativno zatvoreno društvo i manji broj stranih državljana. Također nisu svi voljni kušati novu hranu, a najčešći oblik odbijanja hrane manifestira se u obliku prehrambene neofobije koja se definira kao izbjegavanje konzumacije nove hrane. Cilj ovog rada je utvrditi stupanj prehrambene neofobije među hrvatskim potrošačima, te utjecaj prehrambene neofobije na ponašanje potrošača u konzumaciji etničke hrane. Anketno ispitivanje provedeno je na uzorku od 230 ispitanika, te je proveden intervju s vlasnicima 4 etnička restorana u Zagrebu. U istraživanju je identificirano 53,9% ispitanika neofoba, dok je 46,1% neofila. Neofili se razlikuju od neofoba po konzumaciji etničke hrane, odnosno više neofila konzumira etničku hranu u odnosu na neofobe. Neofili u većem udjelu navode kako im je glavni motiv za odlazak u etnički restoran upoznavanje novih okusa i upoznavanje novih kultura, također daju veću važnost svim obilježjima etničke hrane osim podrijetla/države iz koje hrana potječe u odnosu na neofobe. Vlasnici i voditelji etničkih restorana u Zagrebu smatraju da se Hrvati općenito ne boje kušati nova jela, dok je najčešći razlog „odbijanja“ nepoznate hrane strah ili neznanje, te da prema sociodemografskim obilježjima među posjetiteljima nema razlike. Autohtonost namirnica je ključni čimbenik pri odabiru etničke hrane i većina posjetitelja pita za savjet ako žele kušati neku novu etničku hranu.

Abstract (english)

Worldwide, ethnic food supply is growing year by year, primarily due to migration. However, for the time being, the overall supply and demand for ethnic food in Croatia cannot be compared to developed Western European countries, which is understandable given the relatively closed society and the small number of foreign nationals. Also, not everyone is willing to try new foods, the most common form of food rejection is manifested in the form of food neophobia, which is defined as avoiding the consumption of new foods. The aim of this paper is to determine the degree of food neophobia among Croatian consumers, and the impact of food neophobia on consumer behavior in consuming ethnic foods. The survey was conducted on a sample of 230 respondents and interviewed with the owners of 4 ethnic restaurants in Zagreb. The study identified 53.9% of neophobic and 46.1% were neophiles. Neophiles differ from neophobes by ethnic food consumption, that is, more neophiles consume ethnic food than neophobes. Neophylls, in large numbers, state that their main motive for going to an ethnic restaurant is learning about new flavors and learning about new cultures. Owners and managers of ethnic restaurants in Zagreb feel that Croats are generally not afraid to try new dishes, while the most common reason for "refusing" unfamiliar food is fear or ignorance, and that according to sociodemographic characteristics, there is no difference between visitors. Food authenticity is a key factor in consuming ethnic foods and most visitors ask for advice if they want to try a new ethnic food.

• Keywords: prehrambena neofobija; etnička hrana; potrošači
• Keywords (english): food neophobia; ethnic food; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:204:693688
• 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: 2019-12-11 09:27:12