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A Study of the Consumer Motives which Influence the Purchase of Organic Food in Serbia

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  • Vehapi Semir

    (State university of Novi Pazar, Serbia)

Abstract

The organic food market in Serbia is in its initial phase of development and can be considered a developing market. A deeper understanding of consumer motivation is possible through an adequate marketing approach which will provide increased organic food purchasing per capita and the quicker development of the national market. This paper presents a selection of the most important findings, which the author obtained from a quantitative study carried out in Serbia. We studied and analyzed the main reasons why people purchase organic food and the obstacles to buying these products, as well as the willingness of consumers to pay a higher price for organic products in comparison to the alternative products obtained from conventional food production systems. The presented results support the theoretical conclusions acquired from numerous previous studies carried out in various countries. Starting from the obtained research results, the conclusion offers a recommendation for the implementation of successful strategies of the marketing mix instruments.

Suggested Citation

  • Vehapi Semir, 2015. "A Study of the Consumer Motives which Influence the Purchase of Organic Food in Serbia," Economic Themes, Sciendo, vol. 53(1), pages 102-118, March.
    • Handle: RePEc:vrs:ecothe:v:53:y:2015:i:1:p:102-118:n:7
    DOI: 10.1515/ethemes-2015-0007
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    References listed on IDEAS

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    1. Gary D. Thompson & Julia Kidwell, 1998. "Explaining the Choice of Organic Produce: Cosmetic Defects, Prices, and Consumer Preferences," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(2), pages 277-287.
    2. Wolf, Marianne McGarry, 2002. "An Analysis Of The Impact Of Price On Consumer Purchase Interest In Organic Grapes And A Profile Of Organic Purchasers," 2002 Annual meeting, July 28-31, Long Beach, CA 19663, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Vesna Brčić-Stipčević & Kristina Petljak, 2011. "Research on organic food purchase in Croatia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 23(2), pages 189-207.
    4. Sangkumchaliang, Parichard & Huang, Wen-Chi, 2012. "Consumers’ Perceptions and Attitudes of Organic Food Products in Northern Thailand," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(1), pages 1-16, February.
    5. Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
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    Cited by:

    1. Melecio A. Sy Jr., 2023. "Developing Marketing Strategies in Organic Farming: A Lived Experience of Agri-Entrepreneurs," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(1), pages 496-517, January.

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