Consumer motives and attitudes toward the purchase of organic products in Vojvodina
2019
Ćirić, Maja | Vapa-Tankosić, Jelena (https://orcid.org/0000-0001-8062-1154)
The purpose of this research is to identify consumer preferences in the consumption of organic products, in comparison to conventionally grown products, in Vojvodina. Namely, it is necessary to determine whether there are differences between consumers of organic and conventional products according to the irdemographic, economic, sociological and geographical characteristics. In addition, special emphasis is placed on determining the consumers’ attitudes and motives towards the purchase of organic products. The research has been undertaken in 50 towns and villages in the territory of Vojvodina. The research has been conducted in the period from January to June 2017. The research sample consisted of 750 randomly selected respondents. The survey method has been applied in the research. The obtained results shall provide an insight intothe organic products consumer profiles and, furthermore, into the consumer attitudes and motivestowards the purchase of organic products in Vojvodina. These findings are important for creating an adequate marketing strategy for increasing market share and improving the sale of organic products.
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