ABSTRACT:

The aim of this research was to examine the level of information, attitudes, consumption habits, the influence of marketing and social networks, as well as motivational factors and barriers related to the consumption of organic food among young people in the Republic of Serbia. The sample included 117 respondents, mostly students aged 18 to 27. Descriptive statistics, t-test and ANOVA analysis were used. The results showed a high level of agreement that organic production should be subsidized, but also that price is the main obstacle to consumption. No statistically significant difference in attitudes and behavior towards organic food was confirmed in relation to gender, age, status, income and place of residence.

САЖЕТАК:

Циљ овог истраживања био је испитати ниво информисаности, ставове, навике потрошње, утицај маркетинга и друштвених мрежа, као и мотивационе факторе и баријере у вези са конзумацијом органске хране међу младима у Републици Србији. Узорак је обухватио 117 испитаника, претежно студената старости од 18 до 27 година. Коришћене су методе дескриптивне статистике, t-test и ANOVA анализа. Резултати су показали висок степен сагласности да органску производњу треба субвенционисати, али и да цена представља главну препреку конзумацији. Није потврђена статистички значајна разлика у ставовима и понашању према органској храни у односу на пол, старост, статус, приход и место становања.

Keywords:

organic production, organic food, market research, student population.

Кључне речи:

органска производња, органска храна, истраживање тржишта, студентска популација.

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