Potrošačke navike i stavovi o održivim prehrambenim proizvodima

master's thesis

• Title (english): Consumers habits and attitudes towards sustainable food products
• Author: Tara Glaser
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Ornella Mikuš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2020-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj ovoga istraživanja bio je utvrditi informiranost i stavove potrošača o održivim prehrambenim proizvodima te utvrditi potrošačke navike o održivim prehrambenim proizvodima. Provedeno je online anketno ispitivanje na uzorku od 168 ispitanika. Prema rezultatima istraživanja nešto više od trećine ispitanika upoznato je s pojmom održivi prehrambeni proizvodi. Ispitanicima je najvažnija karakteristika održivih proizvoda podrška lokalnim poljoprivrednicima, zatim slijede smanjen štetan utjecaj na okoliš i očuvanje biološke raznolikosti. Nedostupnost proizvoda te previsoke cijene ispitanici ne percipiraju kao prepreku u kupnji održivih prehrambenih proizvoda. Od održivih proizvoda ispitanici najčešće kupuju ekološko ili lokalno proizvedeno voće i povrće, najčešće na gradskim tržnicama. Ispitanicima je jako važno da su proizvodi koje kupuju proizvedeni bez iskorištavanja žena ili djece što ukazuje na važnost socijalnog aspekta održivih prehrambenih proizvod. Osim toga, važno im je da prilikom kupnje podržavaju lokalne poljoprivrednike, što ukazuje na važnost altruističnih obilježja održivih proizvoda. Visok udio ispitanika je spremno platiti više za kupnju ovih proizvoda te imaju namjeru kupovati ove proizvode i u budućnosti. Statistički značajno više žena i osoba starije životne dobi kupuju održive prehrambene proizvode.

Abstract (english)

The aim of this research was to determine the knowledge and attitudes of consumers about sustainable food products and to determine consumer habits about sustainable food products. An online survey was conducted on a sample of 168 respondents. According to the results of the research slightly more than a third of the respondents are familiar with the concept of sustainable food products. For respondents, the most important feature of sustainable products is support for local farmers followed by reduced environmental impact and conservation of biodiversity. Respondents do not perceive the unavailability of products and too high prices as an obstacle in buying sustainable food products. Of the sustainable products, respondents most often buy organically or locally produced fruits and vegetables at city markets. It is very important to the respondents that the products they buy are produced without exploiting women or children workers which indicates the importance of the social aspect of sustainable food products. In addition, it is important for them to support local farmers when buying, which indicates the importance of the altruistic characteristics of sustainable products. A high proportion of respondents are willing to pay more to buy these products and intend to buy these products in the future as well. Statistically significantly more women and the elderly buy sustainable food products.

• Keywords: održivi prehrambeni proizvodi; potrošačke navike; stavovi potrošača
• Keywords (english): sustainable food products; consumers habits; consumers attitudes
• Language: croatian
• URN:NBN: urn:nbn:hr:204:199407
• 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; Embargo expiration date: 2021-10-30
• Created on: 2020-10-30 08:10:49