文章基本信息

标题：Uticaj percepcije potrošača o nutritivnoj vrednosti organske hrane na spremnost da se plati viša cena
其他标题：The Impact of Consumer Perceptions of Organic Food Nutritional Value on the Willingness to Pay
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作者：Jelena Vapa Tankosić ; Hasan Hanić
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2019
卷号：50
期号：3
页码：186-194
DOI：10.5937/markt1903186V
语种：Serbian
出版社：Srpsko udruženje za marketing
摘要：Sve veći interesza organsku poljoprivredu podstakao je pojavu brojnih naučno istraživačkih radova koji upoređuju različite aspekte organske i konvencionalno proizvedene hrane.Sve je više potrošača u našoj zemljispremno da plativišu cenu za organske proizvode,jer smatraju da,u odnosu na konvencionalne proizvode,ovi proizvodi imaju više nutritivne vrednosti i da shodno tome umanjuju zdravstvene rizike vezane za konzumiranje namirnica.Cilj rada je da istraži da li spremnost potrošača da plate višu cenu prilikom kupovine organskih proizvoda zavisi od potrošačeve procene nutritivnih svojstava.U cilju ostvarenja definisanih ciljeva istraživanja procesistraživanja u ovom radu obuhvata teoretski i empirijski deo.Istraživanje je urađeno 2017.godine na teritoriji Republike Srbije.Za analizu podataka ovog rada upotrebljen je statistički programski paket SPSS.Za testiranje postavljenih istraživačkih hipoteza korišćenisu odgovarajući metodi statističke analize koji obuhvataju neparametarske tehnike analize i korelacionu analizu.Rezultati istraživanja su statistički signifikantni,tako da imamo argumenata da zaključimo da su potrošači koji smatraju da organski proizvodi imaju više nutritivne vrednostispremniji da plate višu cenu za organske proizvode.Ovaj rad doprinosi naučnoj literaturi i dolazi do originalnih rezultata u pogledu faktora koji opredeljuju odluku potrošača prilikom kupovine organskih proizvoda.
其他摘要：The growing interest in organic farming has fueled the emergence of numerous scientific research papers comparing different aspects of organic and conventionally produced food.More and more consumers in our country are willing to pay a higher price for organic products because they believe that,compared to conventional products,these products have more nutritional value and thus reduce health risks related to food consumption.The aim of the paper is to investigate whether the willingness of Serbian consumers to pay a higher price for the purchase of organic products depends on the consumer's assessment of the nutritional properties.In order to achieve the defined research goals,the research process in this paper includes the theoretical and empirical part.The research was conducted in 2017 on the territory of the Republic of Serbia.The statistical software package SPSS was used to analyze the data.Methods of statistical analysis used to test the research hypotheses were non-parametric analysis techniques and correlation analysis.The results of the analysis are statistically significant,so we have arguments to conclude that consumers who believe that organic products have more nutritional value are more willing to pay a higher price for organic products.This paper contributes to the scientific literature and yields original results regarding the factors that determine consumers' decision to purchase organic products.
关键词：Sve veći interesza organsku poljoprivredu podstakao je pojavu brojnih naučno istraživačkih radova koji upoređuju različite aspekte organske i konvencionalno proizvedene hrane.Sve je više potrošača u našoj zemljispremno da plativišu cenu za organske proizvode,jer smatraju da,u odnosu na konvencionalne proizvode,ovi proizvodi imaju više nutritivne vrednosti i da shodno tome umanjuju zdravstvene rizike vezane za konzumiranje namirnica.Cilj rada je da istraži da li spremnost potrošača da plate višu cenu prilikom kupovine organskih proizvoda zavisi od potrošačeve procene nutritivnih svojstava.U cilju ostvarenja definisanih ciljeva istraživanja procesistraživanja u ovom radu obuhvata teoretski i empirijski deo.Istraživanje je urađeno 2017.godine na teritoriji Republike Srbije.Za analizu podataka ovog rada upotrebljen je statistički programski paket SPSS.Za testiranje postavljenih istraživačkih hipoteza korišćenisu odgovarajući metodi statističke analize koji obuhvataju neparametarske tehnike analize i korelacionu analizu.Rezultati istraživanja su statistički signifikantni,tako da imamo argumenata da zaključimo da su potrošači koji smatraju da organski proizvodi imaju više nutritivne vrednostispremniji da plate višu cenu za organske proizvode.Ovaj rad doprinosi naučnoj literaturi i dolazi do originalnih rezultata u pogledu faktora koji opredeljuju odluku potrošača prilikom kupovine organskih proizvoda.
其他关键词：The growing interest in organic farming has fueled the emergence of numerous scientific research papers comparing different aspects of organic and conventionally produced food.More and more consumers in our country are willing to pay a higher price for organic products because they believe that,compared to conventional products,these products have more nutritional value and thus reduce health risks related to food consumption.The aim of the paper is to investigate whether the willingness of Serbian consumers to pay a higher price for the purchase of organic products depends on the consumer's assessment of the nutritional properties.In order to achieve the defined research goals,the research process in this paper includes the theoretical and empirical part.The research was conducted in 2017 on the territory of the Republic of Serbia.The statistical software package SPSS was used to analyze the data.Methods of statistical analysis used to test the research hypotheses were non-parametric analysis techniques and correlation analysis.The results of the analysis are statistically significant,so we have arguments to conclude that consumers who believe that organic products have more nutritional value are more willing to pay a higher price for organic products.This paper contributes to the scientific literature and yields original results regarding the factors that determine consumers' decision to purchase organic products.