Abstract
The aim of this paper is to define suggestions and guidelines for improving the placement of food products of organic origin in the AP Vojvodina market. The main task is to identify and analyse indicators that the final consumers consider most important when purchasing food products of organic origin. The data was collected by field and electronic studies on a sample of 500 final consumers about their expectations, attitudes and habits in the purchase and consumption of organic food. Descriptive statistics was used for data processing, while multiple regression analysis was used to interpret results and test the established hypotheses. The results showed the existence of statistically significant correlations between different indicators, such as: quality label, origin of the product, composition of raw materials, freshness, price, taste, place of sale and packaging and consumers' decision to purchase an organic food product. The results of the research will serve as a basis for the creation of a regression model for the successful placement of food products of organic origin in the AP Vojvodina market. The practical significance of the research is reflected in the fact that it will indicate to the supply chain managers the indicators that need to be optimized to ensure more efficient placement of organic products on the national market. Suggestions and recommendations for future research are provided in the paper.
Highlights
In previous studies, the authors point to an increasing share of organic food products in the consumer basket, which in the EU market ranges from 4.5% in the UK to 14% in Denmark (Wier, Jensen, Andersen, & Millock, 2008)
The results showed the existence of statistically significant correlations between different indicators, such as: quality label, origin of the product, composition of raw materials, freshness, price, taste, place of sale and packaging and consumers' decision to purchase an organic food product
The obtained results and the conducted tests indicate that final consumers from the AP Vojvodina market show a different level of interest in certain indicators when they make a decision on the purchase of organic products
Summary
The authors point to an increasing share of organic food products in the consumer basket, which in the EU market ranges from 4.5% in the UK to 14% in Denmark (Wier, Jensen, Andersen, & Millock, 2008). Data show that world demand for organic food products grows at an annual rate of 20%, while it is estimated that the retail sales of such products annually exceed $ 100 billion (US$), with the trend that 93% of global consumers expect placement of exclusively those products that are produced according to the highest ecological standards (Arsi, Donoghue, Venkitanarayanan, & Donoghue, 2019; Hjelmar, 2011). In line with this trend in the global market, consumers’ expectations are growing (Popesku, 2018) as well, and they consider organic food products to be better in taste, more natural, healthier and safer than conventional alternatives. Compared to EU countries where the placement of organic food products grows at an annual rate of 10-15% (Martić Kuran & Mihić, 2014), this growth rate in Serbia is estimated at only 2 to 3% (Končar et al, 2018)
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