Attitudes, behaviors, and perception of consumers’ from northwestern Bosnia and Herzegovina toward food products on the market

Abstract

Consumers in developed countries, when choosing food products, pay more attention to quality and food safety. A significant trend can be detected in the consumption of “light” products, of organic food or of food without genetically modified ingredients (GM). In contrast to these countries, Bosnia and Herzegovina (B&H) has been a country in the process of transition, and due to its recent history the state system and administration do not function properly, which also affects food market. The market has been flooded with various food products whose quality and origins can often be questioned. In recent years, as a result of European legislation, food safety has improved in the Union; however no data has been published about consumers’ attitudes and preferences in B&H. This study examined consumer attitudes, behaviors and perception in connection with food products in different markets in the northwestern part of B&H. In the autumn 2009 we examined the factors that affect consumers’ decisions when they choose a trademark or product, as well as their attitudes concerning product origin, quality and “light” or GM labels. The data were collected in several markets in two areas (Bihac and Cazin) using survey methods. The survey included 920 consumers, of which 54.4% were female. The results showed that 81.65% of examinees decided what to purchase on the basis of quality, although 56.32% of consumers didn’t know what the product quality is. 56.44% of examinees selected domestic products while 25% preferred imported products, or checked the country of production. Only 37.71% of consumers were familiar with the meaning of the label “light”, and 45% of the label GM. There were statistically significant differences (ANOVA, Duncan's post-hoc test p < 0.05) in the attitudes and behavior of consumers depending on their gender.