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Article
Publication date: 15 November 2022

Milica Čolović and Vladimir Čeda Mitić

The main purpose of this research is to examine the basic motives in making a decision to buy an organic food. The preferences in the type of food – conventional, organic and GMO…

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Abstract

Purpose

The main purpose of this research is to examine the basic motives in making a decision to buy an organic food. The preferences in the type of food – conventional, organic and GMO between people from different countries in former Yugoslavia region, as well as the main motives for buying an organic food, are also determined. Differences in the main motives for buying organic food depending on the gender and age of the respondents are also examined.

Design/methodology/approach

The sample consisted of 571 respondents from 6 countries of former Yugoslavia, which makes this paper unique and original. Questionnaire, which was specially constructed for the needs of the main purpose of this research, is to examine the basic motives in making a decision to buy an organic food. The preferences in the type of food – conventional, organic and GMO between people from different countries in former Yugoslavia region, as well as the main motives for buying an organic food, are also determinated. Differences in the main motives for buying organic food depending on the gender and age of the respondents are also examined. The sample consisted of 571 respondents from 6 countries of former Yugoslavia, which makes this paper unique and original. Questionnaire, which was specially constructed for the needs of the research, was applied (Cronbach α = 0.77). The research was conducted online, via the Google Forms questionnaire. Data were processed by the SPSS program. Mann–Whitney U test and Kruskal–Wallis test were used to determine the significance of the obtained differences in scores between groups of subjects. The results show that the conventional food is still the most common type of nutrition in people from these areas. The main reason for buying organic food is health, while there are no differences in scores between respondents of different gender, age and country they live in. Mandatory of this paper refers to show relevant information of main motives in purchasing organic food from people, which itself has broader social (raising awareness of the importance and significance an organic nutrition), as well as practical implications, which may be important for organic food producers and traders. The results of the research have a satisfactory level of reliability (Cronbach α = 0.77). The research was conducted online, via the Google Forms questionnaire. Data were processed by the SPSS program. Mann–Whitney U test and Kruskal–Wallis test were used to determine the significance of the obtained differences in scores between groups of subjects.

Findings

The results show that the conventional food is still the most common type of nutrition in people from these areas. The main reason for buying organic food is health, while there are no differences in scores between respondents of different gender, age and country they live in.

Research limitations/implications

An unequal number of male and female respondents, as well as respondents from different countries.

Practical implications

Mandatory of this paper refers to show relevant information of main motives in purchasing organic food from people, which may be important for organic food producers and traders.

Social implications

Social implications refers to raise an awareness of the importance and significance an organic nutrition for people health.

Originality/value

The sample consisted of 571 respondents from 6 countries of former Yugoslavia, which makes this paper unique and original.

Details

British Food Journal, vol. 125 no. 6
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 30 September 2019

Slavko Alčaković

Serbian Generation Z originates from South-east Europe. They are a part of a nation that has always been divided between the East and the West and has experienced a constant…

Abstract

Serbian Generation Z originates from South-east Europe. They are a part of a nation that has always been divided between the East and the West and has experienced a constant transition (economic, cultural and political) for the last couple of decades. In Serbia, Generation Z has been under the same influences as elsewhere in the world – globalisation, technology and rapid development of the Internet have greatly influenced it and it could be said that the influence has not ceased to exist. Nevertheless, apart from the aforementioned, the representatives of the Generation Z in Serbia have faced some additional challenges during their childhood, and this distinguishes them from all the other European representatives of this generation: family (still being the backbone of Serbian society), religion, wars and their collective memory of it, as well as economy-related turbulences. The research presented in this chapter was carried out with a goal to show the attitudes, opinions and characteristics of this generation. The chapter provides not only an insight into the mentioned phenomena but also some recommendations for parents, teachers, companies and politicians, as well as suggestions for future research.

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