<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

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

Economic Themes

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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...

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

Published Online: Apr 15, 2016

Page range: 102 - 118

Received: Feb 06, 2015

Accepted: Apr 03, 2015

DOI: https://doi.org/10.1515/ethemes-2015-0007

Keywords
organic food, motivation, consumers, the market, Serbia

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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

Published Online: Apr 15, 2016

Page range: 102 - 118

Received: Feb 06, 2015

Accepted: Apr 03, 2015

DOI: https://doi.org/10.1515/ethemes-2015-0007

Keywordsorganic food, motivation, consumers, the market, Serbia

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
organic food, motivation, consumers, the market, Serbia