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Market-Oriented Sustainability of Sjenica Sheep Cheese

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  • Jelena Filipović

    (Faculty of Economics, University of Belgrade, 11000 Belgrade, Serbia)

Abstract

This study investigated the nature and level of market-oriented sustainability of Sjenica sheep cheese, a Serbian Protected Designation of Origin (PDO)-registered product. In the analysis of the supply chain market sustainability, three theories were used: Resource dependence theory, upper echelons theory, and signaling theory. The data were collected using a stepwise research design, applying techniques of observation and in-depth and telephone interviewing. The results show that the low recognition of the PDO label among Serbian consumers and all participants in the supply chain and the lack of the presence in the markets and large packages negatively impact domestic consumers in their decisions to purchase higher amounts of Sjenica sheep cheese. Small producers lack bargaining power, whereas their perceptions hinder formation of inter-organizational arrangements. The insufficient education of big producers and distributors impede the achievement of better business results. The main challenges for the export of Sjenica sheep cheese are the inadequate certification of this food product for the European Union market, the lack of standardized production process that results in variations in the product quality, and the unawareness of the regional consumers of Sjenica sheep cheese due to insufficient communication efforts.

Suggested Citation

  • Jelena Filipović, 2019. "Market-Oriented Sustainability of Sjenica Sheep Cheese," Sustainability, MDPI, vol. 11(3), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:834-:d:203768
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    References listed on IDEAS

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    6. Denis A. Coelho & Tiago E. P. Carrola & Ana F. Couvinhas, 2017. "Improvement of Certified Artisan Cheese Production through Systemic Analysis— Serra da Estrela PDO," Sustainability, MDPI, vol. 9(3), pages 1-18, March.
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    Cited by:

    1. Dubravka Užar & Jelena Filipović, 2023. "Determinants of Consumer Purchase Intention Towards Cheeses with Geographical Indication in a Developing Country: Extending the Theory of Planned Behavior," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 183-204.
    2. Agata Nicolosi & Valentina Rosa Laganà & Daniel Laven & Claudio Marcianò & Wilhelm Skoglund, 2019. "Consumer Habits of Local Food: Perspectives from Northern Sweden," Sustainability, MDPI, vol. 11(23), pages 1-25, November.

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