Uticaj percepcije potrošača o nutritivnoj vrednosti organske hrane na spremnost da se plati viša cena

Abstract

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.