Utjecaj pandemije COVID -19 na ponašanje potrošača u kupnji, pripremi i konzumaciji hrane

master's thesis

• Title (english): The impact of COVID - 19 pandemic on food consumer purchasing, preparation and eating behavior
• Author: Marija Mavračić
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Marina Štambuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2021-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Pandemija COVID-19 utjecala je na sve segmente života ljudi diljem svijeta. Zabrane kretanja i socijalno distanciranje doveli su do značajnih promjena u stavovima potrošača i njihovom ponašanju. Cilj rada je utvrditi promjene u ponašanju potrošača u kupnji, pripremi i konzumaciji hrane tijekom pandemije COVID-19 te utvrditi povezanost sociodemografskih obilježja ispitanika s njihovim ponašanjem. Online anketno istraživanje provedeno je na prigodnom uzorku od 629 ispitanika u Hrvatskoj.
Potrošači su promijenili mjesto kupovine hrane pri čemu dolazi do smanjenja kupovine hrane u supermarketima, dok se povećava kupovina hrane u prodavaonicama u susjedstvu i putem interneta. Potrošači, a najviše žene i visokoobrazovani, nastoje planirano kupovati hranu i rjeđe odlaziti u trgovinu. Zbog povećane brige o zdravlju, dolazi do povećanja konzumacije zdravije hrane poput voća i povrća, posebice kod ispitanika nižeg stupnja obrazovanja, te žitarica i mliječnih proizvoda, dok se potrošnja slatkiša, slanih grickalica i alkoholnih pića smanjila. Potrošači su tijekom pandemije COVID-19 učestalije pripremali hranu kod kuće i objedovali za stolom zajedno s obitelji. Neizvjesnost i izloženost riziku koje je pandemija COVID-19 prouzročila oblikovali su način na koji potrošači kupuju hranu, pripremaju je i konzumiraju, ali tek s vremenom ćemo moći utvrditi koje su potrošačke promjene privremene, a koje će se dugoročno zadržati.

Abstract (english)

The COVID-19 pandemic has affected at all segments of people’s lives around the world. The lockdown and social distancing have disrupted consumer behavior. The aim of this paper is to determine changes in consumer behavior in the purchase, preparation and consumption of food during the COVID-19 pandemic and to determine the relationship of sociodemographic characteristics of respondents with their behavior. The online survey was conducted on a sample of 629 respondents in Croatia.
Consumers changed the way they shopped for groceries. There has been an increase in food purchases at the neighborhood stores and online food purchases, while food purchases in supermarkets decreased. Consumers, especially women and the highly educated respondents, tend to plan food purchases and go shopping less often. People are more health conscious. The consumption of healthy foods such as fruits and vegetables, cereals and dairy products has increased, while the consumption of sweets, salty snacks and alcoholic beverages has decreased. During the COVID-19 pandemic, consumers more often prepared food at home and ate at home with their families. Uncertainty and risk exposure have shaped the way in which consumers purchase food, cook and what they eat. Over time, we will know if consumers will return to old habits or will they keep some new ones.

• Keywords: pandemija COVID-19; ponašanje potrošača; hrana
• Keywords (english): COVID-19 pandemic; consumer behavior; food
• Language: croatian
• URN:NBN: urn:nbn:hr:204:260772
• 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: Access restricted to students and staff of home institution
• Created on: 2021-12-01 08:10:02