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Factors Influencing Consumer Attitudes towards Organic Food Products in a Transition Economy—Insights from Kosovo

Author

Listed:
  • Iliriana Miftari

    (Department of Agricultural Economics, Faculty of Agriculture and Veterinary, University of Prishtina, 10000 Prishtina, Kosovo)

  • Rainer Haas

    (Department of Economics and Social Sciences, Institute of Marketing and Innovation, University of Natural Resources and Life Sciences, 1180 Vienna, Austria)

  • Oliver Meixner

    (Department of Economics and Social Sciences, Institute of Marketing and Innovation, University of Natural Resources and Life Sciences, 1180 Vienna, Austria)

  • Drini Imami

    (Faculty of Economics and Agribusiness, Agricultural University of Tirana, 1025 Tirana, Albania
    CERGE-EI and Faculty of Tropical Agri Sciences, Czech University of Life Sciences, 16500 Prague, Czech Republic)

  • Ekrem Gjokaj

    (Department of Agribusiness, Faculty of Life and Environmental Science, University “UKSHIN HOTI”, 20000 Prizren, Kosovo)

Abstract

Globally, organic food production and consumption have significantly increased in the last two decades, driven largely by perceived positive impacts on consumer health, the environment, and sustainable development. The aim of this study was to investigate factors influencing consumers’ attitudes towards organic food in the context of a transition/emerging economy. The study is based on a structured consumer survey targeting 300 urban consumers in Kosovo. Structural Equation Modeling (SEM) by Partial Least Squares was used to analyze factors influencing consumers’ attitudes towards organic food products, measured with four items (health concerns, labeling of origin, certification, environmental concerns). The results indicate that the health concerns, certification, and environmental concerns significantly influence consumers’ attitudes towards organic food products. The findings of this study are important for both producers and authorities responsible for ensuring the provision of healthy and reliable certified organic food products as well as environmentally friendly production systems that contribute to sustainable development.

Suggested Citation

  • Iliriana Miftari & Rainer Haas & Oliver Meixner & Drini Imami & Ekrem Gjokaj, 2022. "Factors Influencing Consumer Attitudes towards Organic Food Products in a Transition Economy—Insights from Kosovo," Sustainability, MDPI, vol. 14(10), pages 1-14, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:5873-:d:814127
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    References listed on IDEAS

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