Original scientific paper

Determinants of organic bread and bakery products purchase

Marina Tomić orcid.org/0000-0002-4026-9173 ; Sveučilište u Zagrebu Agronomski fakultet, Svetošimunska cesta 25 Zagreb, Hrvatska
Kata Matić ; Laducka 37, Zagreb, Hrvatska
Željka Mesić orcid.org/0000-0002-9349-1560 ; Sveučilište u Zagrebu Agronomski fakultet, Svetošimunska cesta 25 Zagreb, Hrvatska
Marija Cerjak orcid.org/0000-0003-0696-4364 ; Sveučilište u Zagrebu Agronomski fakultet, Svetošimunska cesta 25 Zagreb, Hrvatska

Abstract

The paper examines the roles of attitudes, subjective norm, perceived behavioral control and health consciousness when purchasing bread and bakery products. A conceptual model is based on theory of planned behaviour (Ajzen, 1991). The survey was conducted on a sample of 110 Croatian purchasers of organic food. Data analysis was made in SPSS and multiple regression analysis was used. The results indicate that subjective norm is the most important predictor of intention to buy organic bread and bakery products. The intention to buy organic bread and bakery products showed a strong positive correlation with the behaviour (purchase of selected organic food). The survey provides valuable information for marketing professionals in organic food sector, and give some recommendations for future research.

Keywords

theory of planned behaviour; organic bread and bakery products; consumers

Hrčak ID:

143682

URI

https://hrcak.srce.hr/143682

Publication date:

1.7.2015.

Article data in other languages: croatian

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