Preliminary communication
EXAMINING DEMOGRAPHIC PROFILE AND PURCHASING BEHAVIOUR OF BUYERS OF ORGANIC FOOD PRODUCTS IN KARLOVAC COUNTY
Ivan-Damir Anić
orcid.org/0000-0003-0179-6410
; Ekonomski institut, Zagreb
Lara Jelenc
orcid.org/0000-0002-7052-6206
; Sveučilište u Rijeci
Nevija Šebetić
Abstract
This paper examines the aspects of demand for organic products, which is an important factor for achieving goals of sustainable organic production. The goals of this paper are to examine the demographic factors that affect the purchases of organic food and to determine the differences among consumers in their purchasing behaviour. The data collected through consumer survey in Karlovac County (N =277) were analyzed using cross tabulation and the analysis of variance (ANOVA). Results indicate that consumers who purchase organic foods are mostly middle aged or older, with higher income and employed, while no statistically significant differences were found according to gender or level of education. Consumers who spend more on organic food, compared with those who spend less, purchase those products more often, prefer products made in Croatia and are ready to pay a higher price for such products. This paper might help companies operating on the organic food market to better predict the behaviour of consumers, adjust the promotion accordingly and increase their sales and market competitiveness.
Keywords
organic food; consumer purchasing behaviour; demographics; survey research
Hrčak ID:
149642
URI
Publication date:
17.12.2015.
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