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.
If the inline PDF is not rendering correctly, you can download the PDF file here.
Aarset B. Beckman S. Bigne E. Beveridge M. Bjorndal T. Bunting J. McDonagh P. Mariojouls C. Muir J. Prothero A. Reisch L. Smith A. Tveteras R. and Young J. (2004) “The European consumers’ understanding and perceptions of the “organic” food regime: the case of aquaculture” British Food Journal 106 (2): 93-105.
Aertsens J. Mondelaers K. Verbeke W. Buysse J. and Huylenbroeck G.V. (2011) “The influence of subjective and objective knowledge on attitude motivations and consumption of organic food“ British Food Journal 113(11): 1353-1378.
Aguirre G.J.A. (2001) “Marketing and consumption of organic products in Costa Rica” Working Paper No. 5 The School for Field Studies Centre for Sustainable Development Atenas Costa Rica.
Amodio M.L. Colleli G. Hosey J.K. and Kader A.A. (2007) “A comparative study of composition and postharvest performance of organically and conventionally grown kiwifruit” Journal of Science of Food and Agricultural 87(7): 1228-1236.
Aryal K.P. Chaundhary P. Pandit S. and Sharm G. (2009) “Consumers’ Willingness to Pay for Organic Products: A case from Kathmandu Valley” Journal of Agriculture and Environment June 10: 15-26.
Bonny S. (2006) “Organic Farming in Europe: Situation and Prospects” Notre Europe Paris France November http://www.notre-europe.eu/media/bonny_agribio-en.pdf?pdf=ok [Accessed January 14 2014]
Brčić-Stipčević V. Petljak K. and Guszak I (2010) “Što utiče na kupnju ekoloških prehrambenih proizvoda?” in: Katalinić B. (ed.) Vallis Aurea - focus on Regional Development Požega (Croatia): Polytechnic of Požega Croatia & DAAM International Vienna Austria pp. 149-155.
Brčić-Stipčević V. and Petljak K. (2011) “Research on organic food purchase in Croatia” Tržište 23(2): 189-207.
Chinnici G. D'Amico M. and Pecorino B. (2002)“ A multivariate statistical analysis on the consumers of organic products” British Food Journal 104 (3/4/5): 187-199.
Davies A. Titterington A. and Cochrane C. (1995) “Who buys organic food? A profile of the purchase of organic food in Northern Ireland“ British Food Journal 97 (10): 17-23.
Del Amor F.M. (2007) “Yield and fruit quality response of sweet pepper to organic and mineral fertilization” Renewable Agriculture and Food Systems 22 (3): 233-238.
Dimitri C. and Oberholtzer L. (2005) “Market-led Versus Government-Facilitated Growth: Development of the U.S. and EU Organic Agricultural Sectors Electronic Outlook Report WRS-05-05 Economic Research Service USDA August.
Driouech N. Capone R. Dernini S.. Berjan S. El Bilali H. Radović M. Despotović A. Panin B. (2013) “Consumer perceptions of agro-food products with ethical values in Serbia: an exploratory study” International Journal of Nutrition and Food Sciences 2 (3): 153-159.
Ekelund L. (1990) “Vegetable consumption and consumer attitudes towards organically grown vegetables - the case of Sweden” Acta Horticulturae 259: 163-172.
Fotopoulos C. and Krystallis A. (2002) “Organic product avoidance: reason for rejaction and potential buyers’ identification in a countrywide survey” British Food Journal 104 (3/4/5): 233-260.
Gavruchenko T. Baltas G. Chatzitheodoridis F. and Hadjidakis S. (2003) “Comparative marketing strategies for organic olive oil: the case of Greece and Holland” In : Nikolaidis A. Baourakis G. Isikli E. Yercan M. (eds.) The market for organic products in the Mediterranean region Chania: CIHEAM pp. 247-255.
Goldman B.J. and Clancy K.L. (1991) “A survey of organic produce purchases and related attitudes of food cooperative shoppers” American Journal of Alternative Agriculture 6 (2): 89-96.
Grankvist G. and Biel A. (2001) “The importance of beliefs and purchase criteria in the choice of eco-labelled food products“ Journal of Environmental Psychology 21 (4): 405-410.
Grunert K.G. Bech-Larsen T. and Bredahl L. (2000) “Three issues in consumer quality perception and acceptance of dairy products” International Dairy Journal 10 (8): 575-584.
Hutchins R.K. and Greenhalgh L.A. (1997) “Organic confusion: sustaining competitive advantage” British Food Journal 99 (9): 336-338.
Jolly D.A. Schutz G.H. Diaz-Knauf K.V. and Johal J. (1989) “Organic foods: Consumer attitudes and use” Food Technology 43 (11): 60-65.
Kihilberg I. and Risvik E. (2007) “Consumers of organic foods - value segments and liking of bread” Food Quality and Preference 18 (3): 471-481.
Kuhar A. and Juvančič L. (2006) “What determines integrated and organic fruit and vegetable consumption in Slovenia?” Jahrbuch der Osterreichischen Gesellschaft fur Agrarokonomie 15 (1): 23-33.
Kuhar A. and Juvačič L. (2010) “What determines purchasing behavior for organic and integrated fruits and vegetables?” Bulgarian Journal of Agricultural Science 16 (2): 111-122.
Lea E. and Worsley T. (2005) “Austrlians’ organic food beliefs demographics and values“ British Food Journal 107 (11): 855-869.
Leifert C. Bourlakis M. (2004) “Recent Developments in the EU Organic Food Market” Acorn Conference 26th March Cornwall near Charlottetown Canada http://www.organicagcentre.ca/docs/carlo%20liefert%20organic%20food%20markets.pdf [Accessed October 14 2013]
Magistris T. and Gracia A. (2008) “The decision to buy organic food products in Southern Italy” British Food Journal 110 (9): 929-947.
Magnusson M.K. Arvola A. Koivisto Hursti U. Aberg L. and Sjoden P.O. (2001) “Attitudes towards organic foods among Swedish consumers” British Food Journal 103 (3): 209-226.
Makatouni A. (2002) “What motivates consumers to buy organic food in the UK?” British Food Journal 104 (3/4/5): 354-352.
Maričić B. (2011) Ponašanje potrošača Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta.
Marques Vieira L. Dutra de Barcellos M. Hoppe A. and Bitencourt da Silva S. (2013) “An analysis of value in an organic food supply chain” British Food Journal 115 (10): 1454-1472.
Miller G.T. Spoolman S. (2008) Environment Science: Problems: Concepts and Solutions 12th ed. Stamford: Cengage Learning.
O’Donovan P. and McCarty M. (2002) “Irish consumer preference for organic meat” British Food Journal 104 (3/4/5): 353-370.
O’Doherty Jensen K. Denver S. and Zanoli R. (2011) “Actual and potential development of consumer demand on the organic food market in Europe” NJAS - Wageningen Journal Sciences 58 (3-4): 79-84.
Ognjanov G. Stojanović Ž. i Filipović J. (2010) “Kvalitativno istraživanje razloga prepreka i stereotipa vezanih za potrošnju i potrošače voća u Srbiji” Marketing 41 (3): 141-150.
Padel S. and Foster C. (2005) “Exploring the gap between attitudes and behavior: understanding why consumers buy or do not buy organic food” British Food Journal 107 (8): 606-625.
Pearson D. Henryks J. Sultan P. and Anisimova T. (2013) “Organic food: Exploring purchase frequency to explain consumer behavior” Journal of Organic Systems 8 (2): 50-63.
Renko S. i Bošnjak K. (2009) “Aktuelno stanje i perspektive razvoja tržišta ekološke hrane u Hrvatskoj” Ekonomski pregled 60 (7-8): 369-395.
Roddy G. Cowan C. and Hutchinson G. (1994) “Organic food: a description of the Irish market” British Food Journal 96 (4): 3-10.
Sangkumchaliang P. and Huang W.C. (2012) “Consumers’ Perceptions and Attitudes of Organic Food Products in Northern Thailand” International Food and Agribusiness Management Review 15 (1): 87-102.
Schifferstein H. and Oude Ophuis P. (1998) “Health-related determinants of organic food consumption in Netherlands” Food Quality and Preference 9 (3): 119-133.
Soler F. and Gil J.M. (2002) “Consumers’ acceptability of organic food in Spain: results from an experimental auction market“ British Food Journal 104 (8): 670-687.
Squires L. Jurić B. and Cirnwell T. (2001) “Level of market development and intensity of organic food consumption: cross-cultural study of Danish and New Zealand consumers” Journal of Consumer Marketing 18 (5): 392-409.
Thompson G. and Kidwell J. (1998) “Explaining the Choice of Organic Produce: Cosmetic Defects Prices and Consumer Preferences” American Journal of Agricultural Economics 80 (2): 277-287.
Thøgersen J. (2010) “Country Differences in Sustainable Consumption: The Case of Organic Food” Journal of Macromarketing 30 (2): 171-185.
Torjusen H. Nyberg A. and Wandel M. (1999) “Organic food: consumers’ perceptions and dietary choices SIFO-Report No. 5-1999National Institute for Consumer Research Lysaker Norway.
Tregear A. Dent J.B. and McGregor M.J. (1994) “The demand for organically grown produce” British Food Journal 94 (4): 21-25.
Truong T. Yap M. and Ineson E. (2012) “Potential Vietnamese consumers’ perceptions of organic foods” British Food Journal 114 (4): 529-543.
Urena F. Bernabeu R. and Olmeda M. (2008) “Women men and organic food: differences in their attitudes and willingness to pay: A Spanish case study” International Study of Consumer Studies 32(1): 18-26.
Von Alvensleben R. (1998) “Ecological aspect of food demand: the case of organic food in Germany“ AIR-CAT 4th Plenary Meeting: Health Ecological and Safety Aspects in Food Choice 4 (1): 68-79.
Vlahović B. Tomić D. i Popović V. (2010) “Stanje i perspektive potrošnje proizvoda organske poljoprivrede” u: Forum o organskoj proizvodnji (IV) Selenča: http://organiccentar.rs/sites/default/files/radovi_sa_foruma/STANJE%20I%20PERSPEKTIVE%20POTRO%C5%A0NJE%20PROIZVODA%20ORGANSKE%20POLJOPRIVREDE.pdf [Accessed September 20 2013] Vlahović B. Puškarić A. and Jeločnik M. (2011) “Consumer attitude to Organic Food Consumption in Serbia” Petroleum Gas University of Ploiesti Bulletin 18 (1): 45-52.
Wier M. and Calverley C. (2002): “Market potential for organic foods in Europe” British Food Journal 104(1): 45-62.
Wilkins J.L. and Hillers V.N. (1994) “Influences of pesticide residue and environmental concerns on organic food cooperative members and non-members in Washington state”; Journal of Nutrition Education 26 (1): 26-33.
Willer H. Lernoud J. (Eds.) (2014) “The World of Organic Agriculture: Statistics and Emerging Trends 2014” FiBL-IFOAM Report Research Institute of Organic Agriculture (FiBL) Frick and International Federation of Organic Agriculture Movements (IFOAM) Bonn February.
Wang Q. Halbrendt C. and Webb S. (1997) “Consumer demand for organic food in China: Evidence from survey data“ In: Lockertz (ed.) Agricultural production and Nutrition Boston (Massachusetts): Tufts University pp. 187-194.
Wolf M.M. (2002) “An analysis of the impact of price on consumer interest in organic grapes and a profile of organic purchasers” American Agricultural Economics Association Annual Meeting Long Beach 28-31 July California http://ageconsearch.umn.edu/bitstream/19663/1/sp02wo02.pdf [Accessed October 18 2014].
Zakowska-Biemans S. (2007) “Consumers and consumption of organic food in Central and Eastern European new member states of the European Union” 3th QLIF Congress: Improving Sustainability in Organic and Low Input Food Production Systems 20-23 March University of Hohenheim Germany http://orgprints.org/9806/1/zakowska-2007-ConsumerEasternEurope.pdf [Accessed October 23 2014]
Zakowska-Biemans S. (2009) “Factors underlying consumption of organic food in the opinion of Polish consumers” Agonomy Research 7 (2 special issue): 768-774.
Zakowska-Biemans (2011) “Polish consumer food choices and beliefs about organic food” British Food Journal 113(1): 122-137.
Zanoli R. and Naspeti S. (2002) “Consumer Motivations in the Purchase of Organic Food” British Food Journal 104 (8): 643-653.
Zanoli R. and Jukic N. (2005) “Marketing study on organic and other selected special quality products from Croatia” Final Publishable Report http://www.fao.org/docs/eims/upload/229929/2005_12_doc01.pdf [Accessed February 20 2014]
Znaor D. (1996) Ekološka poljoprivreda Zagreb: Nakladni zavod.