Consumers´ purchasing preferences towards organic food in Slovakia

Zdenka Kádeková,Ľudmila Nagyová,Ingrida Košičiarová,Roman Récky,Mária Holienčinová

doi:10.5219/846

Zdenka Kádeková, Ľudmila Nagyová + Show 3 more

Open Access

https://doi.org/10.5219/846

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Abstract

Submitted paper deals with the consumers´ purchasing preferences towards organic food in Slovakia, pointing at the situation on the organic food market in Slovakia finding the consumers' preferences when buying organic food. The results of the questionnaire survey identified the preferences and opinions of respondents about organic food. Paper analyses the questionnaire survey by 227 respondents concerning the purchasing preferences towards organic food in Slovakia. In order to achieve given aim and to ensure deeper analysis of the results, there had been stated 3 assumptions and 5 hypothesis. As the results of the survey proved, 65% of respondents buy organic food, of which 39% of respondents buy organic food at least once a week. Up to 98% of respondents have already met the concept of organic food and know what it means. 37 % of respondents buy mostly organic fruit and vegetables, 18% of respondents buy the most the meat and meat products in organic quality and 13% of respondents prefer dairy products in organic quality. The most preferred place to buy organic food are specialized stores (36 %),to buy organic food directly from the producer is the most popular way for 29 % of respondents, hypermarket and supermarkets are favorite place to buy organic food for 19% of respondents, and 12% of respondents buy organic food mostly in farmers´ markets. Only 4% of respondents prefer another way to buy organic food. Quality of organic food and not using the pesticides is the most important criteria for buying organic food (36%). Price has also really strong influence on purchasing decision, when 34% of respondents are the most affected by the price when purchasing organic food. Package is considered as the least important criteria when buying organic food by 72% of respondents. On the basis of provided results of our survey and formulated hypothesis which were evaluated by Chi-square goodness of fit test, Chi square test of the square contingency and Kolmogorov-Smirnov test. Based on research can be concluded that there is a difference in preferences of respondents. In Slovakia exists the dependence between the consumers´ preferences towards organic food and conventional food product and there are strong preferences for buying the organic food.

Highlights

Organic food is currently widespread and an increasing number of consumers are becoming more interested in organic products and domestic products (Kretter, Kádeková, 2013)
Up to 98% of respondents have already met the concept of organic food and know what it means. 37 % of respondents buy mostly organic fruit and vegetables, 18% of respondents buy the most the meat and meat products in organic quality and 13% of respondents prefer dairy products in organic quality
The second most important group that consumers most buy in organic quality is meat and meat products 18%, dairy products such as butter, yoghurt, cheese are purchased by 13% of respondents (Figure 2)

Summary

Introduction

Organic food is currently widespread and an increasing number of consumers are becoming more interested in organic products and domestic products (Kretter, Kádeková, 2013). Consumers are aware of their benefits, but for many of them are inaccessible due to the higher price compared to conventional food (Givens et al, 2008). The higher price is caused by higher demands on the production of this food and a relatively demanding certification system (Krystallis, 2005). Domestic organic food production is not big enough to cover the growing demand of consumers and we need to import organic products (Hoyer, 2010). The most common is the import from the third-countries like China (Jankajová et al, 2016). Many consumers do not trust these products and are afraid that they are not real organic

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