Spremnost potrošača generacije Z da plate višu cenu za organsku hranu u Srbiji
Willingness of Generation Z Consumers to Pay More for Organic Food in Serbia
Apstrakt
Iako mlađi potrošači imaju pozitivne stavove prema organskoj hrani, mali broj njih redovno kupuje ove proizvode. Jedan od razloga za to može biti značajno viša cena organskih prehrambenih proizvoda u poređenju sa cenom korespondirajućih konvencionalnih proizvoda. Stoga je cilj ovog rada proceniti u kojoj meri su potrošači generacije Z spremni da plate premijsku cenu za organsku hranu i identifikovati socio-demografske faktore koji utiču na njihovu spremnost plaćanja. Istraživanje je sprovedeno na uzorku od 213 studenata u Republici Srbiji, tržištu organske hrane u nastajanju, korišćenjem strukturiranog upitnika. Rezultati istraživa-nja pokazuju da bi više od 2/3 respondenata koji kupuju organsku hranu platilo od 1-40% više za organsku hranu u odnosu na cenu konvencionalno proizvedene hrane. Samo 8% respondenata nije spremno da plati više za organske prehrambene proizvode. Hi-kvadrat testom nezavisnosti ispitan je odnos između socio-demografskih karakteristika respondenata i njihove spremnosti da plate i tom prilikom je utvrđeno da manja domaćinstva (1-3 člana) kao i domaćinstva koja žive u većim gradovima pokazuju veću spremnost da plate premijsku cenu za organsku hranu. Informacije do kojih se došlo na osnovu sprovedenog istraživanja mogu pomoći proizvođačima i maloprodavcima organskih proizvoda u kreiranju efikasne strategije cena i strategije marketing komuniciranja.
Abstract
Even though younger consumers have positive attitudes towards organic food, a very small number of them regularly purchase these products. One of the reasons for this could be the significantly higher price of organic food compared to the price of corresponding conventional products. Therefore, the aim of this paper is to evaluate the extent to which generation Z consumers are willing to pay premium price for organic food, and to identify the socio-demographic factors which impact their willingness to pay. The study was carried out on a sample of 213 students in the Republic of Serbia, an emerging organic food market, via a structured questionnaire. The results indicate that more than 2/3 of the respondents who purchase organic food would pay a premium price of between 1% and 40%. Only 8% of the respondents are not willing to pay more for organic food products. The Chi-squared test for independence was used to analyze the relationship between socio-demographic characteristics of the respondents and their willingness to pay; it was determined that smaller households (1-3 members), as well as households in bigger cities, show a greater willingness to pay premium price for organic food. The information which was obtained during the study could be used to assist producers and organic product retailers to create an effective pricing strategy and marketing communications strategy.
Reference
- Aguirre, J.A. (2007). The farmer’smarket organic consumer of Costa Rica. British Food Journal, 109 (2), 145–154.
- Aguirre González, J.A. (2009). Market trends and consumer profile at the organic farmers market in Costa Rica. British Food Journal, 111 (5), 498–510.
- Akbari, M. & Asadi, A. (2008). A comparative study of Iranian consumers’ versus extension experts’ attitudes towards agricultural organic products (AOP). American Journal of Agricultural and Biological Science, 3 (3), 551–558
- Alviola, P.A. & Capps O. (2010). Household demand analysis of organic and conventional fluid milk in the United States based on the 2004 Nielsen Homescan panel. Agribusiness, 26 (3), 369–388.
- Angulo, A. M., Gil, J. M. & Tamburo, L. (2003). Food safety and consumers’ willingness to pay for labelled beef in Spain. paper presented at the 83rd EAAE Seminar, Chania, 4-6 September, preuzeto sa: https://core.ac.uk/download/pdf/41761187.pdf, pristupljeno:8. Septembar 2021.
- Aryal, K.P., Chaudhary, P., Padit, S. & Sharma, G. (2009). Consumers’ willingness to pay for organic products. A case from Kathmandu valley. Journal of Food Agriculture and Environment, 10 (6), 15–26.
- Bernard, J.C. & Gifford, K. (2006). Consumer willingness to pay premiums for non-GM and organic foods. Consumer Interests Annual, 52, 343-354.
- Boccaletti, S. & Nardella, M. (2000). Consumer willingness to pay for pesticide-free fresh fruit and vegetables in Italy. The International Food and Agribusines Management Review, 3 (3), 297–310.
- Bonti-Ankomah S. & Yiridoe, E. K. (2006). Organic and conventional food: A literature review of the economics of consumers’ perceptions and preference. Final Report. Organic Agriculture Centre of Canada. Nova Scotia Agricultural College, Truro, Nova Scotia, preuzeto sa: https://www.researchgate.net/publication/229051543_Organic_and_conventional_food_A_literature_review_of_the_economics_of_consumer_perceptions_and_preferences , pristupljeno: 1. Septembar 2021.
- Botonaki, A., Polymeros, K., Tsakiridou, E. & Mattas, K. (2006). The role of food quality certification on consumer’s food choices. British Food Journal, 108 (2), 77–90.
- Boys, A.K., Willis B.D. & Carpio, E.C. (2014). Consumer willingness to pay for organic and locally grown produce on Dominica: insights into the potential for an ‘‘Organic Island’’. Environment Development and Sustainability, 16, 595–617.
- Brummer, N. & Zander, K. (2020). Drivers of organic food choice in Germany – the case of young adults, Organic Agriculture, 10 (1/2), 57-64. 13. Bryła, P. (2018). Organic food online shopping in Poland. British Food Journal, 120 (5), 1015–1027.
- Budak, F., Budak, D.B., Kacira, O.O. & Yavuz, M.C.(2005). Turkish consumers’ responses to organically farmed seafood. Journal of Applied Sciences, 5 (7), 1192–1195.
- Charatsari, C. & Tzimitra-Kalogianni, I. (2007). Insight into consumers’ willingness to expend extra time and money to purchase organic vegetables. New Medit, 6 (1), 22–27
- Chinnici, G., D’Amico, M. & Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal, 104 (3/4/5), 187–199.
- Cicia, G., Del Giudice, T. & Scarpa, R. (2002). Consumer’s perception of quality in organic food. A random utility model under preference heterogeneity and choice correlation from rankorderings. British Food Journal, 104 (3/4/5), 200–213.
- Coulibaly, O., Nouhoheflina, T., Aitchedjia, C.C., Cherry, A.J. & Adegbola, P. (2011). Consumers’ perception and willingness to pay for organically grown vegetables. International Journal of Vegetable Science, 17 (4), 349–362.
- Čendić, J. & Zarić, V. (2019). Motivi kupovine organskih proizvoda u Srbiji. Agroekonomika, 48 (82), 71-78.
- Disegna, M., Mauracher, C., Procidano, I. & Trevisan, G. (2009). Characteristics of production and consumption of organic trout in Italy. New Medit, 8 (3), 17–26.
- Du Toit, L. & Crafford, S. (2003). Beliefs and purchasing practices of Cape Town consumers regarding organically produced foods. Journal of Family Ecology and Consumer Sciences, 31(1), 1–11.
- Filipović, J., Veljković, S. & Ognjanov, G. (2021). Percepcija oznaka i proizvoda organskog porekla na srpskom tržištu. Marketing, 52 (1), 23-31.
- Forschungsinstitut fuer Biologischen Landbau (FiBL).(2021a). Organic retail sales, FiBL statistics, preuzeto sa: https://statistics.fibl.org/world/retail-sales.html, pristupljeno: 24. Avgust 2021.
- Forschungsinstitut fuer Biologischen Landbau (FiBL).(2021b). Operator data, FiBL statistics, preuzeto sa: https://statistics.fibl.org/europe/operator-europe.html, pristupljeno: 24. Avgust 2021.
- Food Standards Agency (FSA). (2020). The Future Consumer – Food and Generation Z, FSA Reseach Report, preuzeto sa: https://www.food.gov.uk/sites/default/files/media/document/generation-z-full-report-final.pdf, pristupljeno: 30. Avgust 2021.
- Fotopoulos, C. & Krystallis, A. (2002). Purchasing motives and profile of the Greek organic consumer: a countrywide survey. British Food Journal, 104 (9), 730-765.
- Gil, J.M., Gracia, A. & Sanchez, M. (2000). Market segmentation and willingness to pay for organic products in Spain. The International Food and Agribusiness Management Review, 3 (2), 207–226.
- Govindasamy, R. & Italia, J. (1999). Predicting willingness to pay a premium for organically grown fresh produce. Journal of Food Distribution Research, 30 (2), 44-53.
- Greenway, G.A., Guenthner, J.F., Makus, L,D. & Pavek, M. J. (2011). An analysis of organic potato demand in the U.S. American Journal of Potato Research, 88 (2), 184–189.
- Grubor, A. & Djokić, N. (2016). Organic food consumer profile in the Republic of Serbia. British Food Journal, 118 (1), 164-182.
- Gunduz, O. & Bayramoglu, Z. (2011). Consumers’ willingness to pay for organic chicken meat in Samsun Province of Turkey. Journal of Animal and Veterinary Advances, 10 (3), 334–340.
- Haghiri, M., Hobbs, J.E. & McNamara, M.L. (2009). Assessing consumer preferences for organically grown fresh fruit and vegetables in Eastern New Brunswick. International Food and Agribusiness Management Review, 12 (4). 81–100.
- Haghjou, M., Hayati, B., Pishbahar, E., Mohammedrezaei, R. & Dashti, Gh. (2013). Factors affecting consumers‘ potential willingness to pay for organic food products in Iran: Case study of Tabriz. Journal of Agricultural Science and Technology, 15 (2), 191-202.
- Hamzaoui Essoussi, L. & Zahaf, M. (2009). Exploring the decision-making process of Canadian organic food consumers. Motivations and trust issues. Qualitative Market Research, 12 (4), 443–459.
- Hutchins, R.K. & Greenhalgh, L.A. (1997). Organic confusion: sustaining competitive advantage. British Food Journal, 99 (9), 336-338.
- Illichmann, R. & Abdulai, A. (2013). Analysis of Consumer Preferences and Willingness-to-Pay for Organic Food Products in Germany. Annual Meeting, August 4-6, 2013, Washington, D.C. 150980, Agricultural and Applied Economics Association. preuzeto sa: https://ideas.repec.org/p/ags/aaea13/150980.html , pristupljeno: 6. Septembra 2021.
- Janssen, M. & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference, 25 (1), 9-22.
- Jolly, D. (1991). Differences between buyers and nonbuyers of organic produce and willingness to pay organic price premiums. Journal of Agribusiness, 9 (1), 97–111.
- Jonas, A. & Roosen, J. (2008). Demand for milk labels in Germany: organic milk, conventional brands, and retail labels. Agribusiness, 24 (2), 192–206.
- Krystallis, A. & Chryssohoidis, G. (2005). Consumers› willingness to pay for organic food: Factors that affect it and variation per organic product type, British Food Journal, 107 (5), 320-343.
- Krystallis, A., Fotopoulos, C., Zotos, Y. (2006). Organic consumers’ profile and their willingness to pay (WTP) for selected organic food products in Greece. Journal of International Consumer Marketing, 19 (1), 81–106.
- Le Douarin, S. (2019). Organic farming and market in European Union, Agence BIO, preuzeto sa: https://www.agencebio.org/wp-content/uploads/2020/04/Organic_farming_market_EU_2019.pdf, pristupljeno: 28. Avgust 2021.
- Lin, B.H., Smith, T.A., Huang, C.L. (2008) Organic premium of U.S. fresh produce. Renewable Agriculture Food Systems, 23(3), 208–216.
- Lin, B.H., Yen, S.T., Huangm C.L. & Smith, T.A. (2009). U.S. demand for organic and conventional fresh fruits: the roles of income and price. Sustainability, 1 (3), 464–478.
- Linder, N.S., Uhl, G., Fliessbach, K., Trautner, P., Elger, C.E. & Weber, B. (2010). Organic labeling influences food valuation and choice. NeuroImage, 53 (1), 215–220.
- Loureiro, M.L. & Hine, S. (2002). Discovering niche markets: a comparison of consumer willingness to pay for local (Colorado grown), organic, and GMO-free products. Journal of Agricultural & Applied Economics, 34 (3), 477–487.
- Magnusson M.K., Arvola, A., Koivisto Hursti, U.K., Åberg, L., Sjödén, P.O. (2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103 (3), 209–226.
- Mesías Díaz, F.J., Martínez-Carrasco Pleite, F., Miguel Martínez Paz, J. & Gaspar García, P. (2012). Consumer knowledge, consumption, and willingness to pay for organic tomatoes. British Food Journal, 114 (3), 318-334.
- O’ Donovan, P. & McCarthy, M. (2002). Irish consumer preference for organic meat. British Food Journal, 104 (3-5), 353–370.
- Ogbeide, O.A, Stringer, R. & Ford, C. (2015). Consumer Willingness to Pay a Premium for the Health Benefits of Organic Wine, Mayfair Journal of Agribusiness Management, 1 (1), 1-23.
- Pellegrini, G. & Farinello, F. (2009). Organic consumers and new lifestyles: An Italian country survey on consumption patterns. British Food Journal, 111 (9), 948-974.
- Perito, M.A., Coderoni, S. & Russo, S. (2020). Consumer Attitudes towards Local and Organic Food with Upcycled Ingredients: An Italian Case Study for Olive Leaves. Foods, 9 (9), 1-17.
- Petljak, K., Renko, S. & Štulec, I. (2017). Consumers‘ willingness to pay more for organic food in Croatia. Econviews, 30 (2), 441-455.
- Radman, M. (2005). Consumer consumption and perception of organic products in Croatia. British Food Journal, 107 (4), 263–273.
- Rodriguez, E., Lacaze, V. & Lupin, B. (2008). Contingent Valuation of Consumers’ Willingness-to-Pay for Organic Food in Argentina. 12th Congress of the European Association of Agricultural Economists–EAAE 2008, preuzeto sa: https://ageconsearch.umn.edu/record/43947/?ln=en, pristupljeno: 4. Septembar 2021.
- Simić, I. (2020). Organska proizvodnja u Srbiji 2020. Beograd: Nacionalno udruženje za razvoj organske proizvodnje Serbia Organika
- Soares, L.L.S., Deliza, R. & Oliveira, S.P. (2008). The Brazilian consumer’s understanding and perceptions of organic vegetables: a focus group approach. Ciência e Tecnologia de Alimentos, 28 (1), 241–246.
- Stefanic, J., Stefanic, E. & Haas, R. (2001). What the customers really want: organic food market in Croatia. Bodenkult, 52 (4), 243–248.
- Su, C.J., Tsai, C.K., Chen, M. & Quing, W.Lv. (2019). U.S. Sustainable Food Market Generation Z Consumer Segments. Sustainability, 11 (13), 3607.
- Thompson, G. & Kidwell, J. (1998). Explaining the Choice of Organic Produce: Cosmetic Defects, Prices, and Consumer Preferences. American Journal of Agricultural Economics, 80 (2), 277-287.
- Ureña, F., Bernabéu, R. & Olmeda, M. (2008). Women, men and organic food: differences in their attitudes and willingness to pay. Spanish case study. International Journal of Consumer Studies, 32 (1), 18–26.
- Van Doorn, J. & Verhoef, P. (2011). Willingness to pay for organic products: Differences between virtue and vice foods. International Journal of Research in Marketing, 28 (3), 167-180.
- Van Loo, E.J., Caputo, V., Nayga, R.M., Meullenet, J.F., Crandall, P.G. & Ricke, S.C. (2010). Effect of organic poultry purchase frequency on consumer attitudes toward organic poultry meat. Journal of Food Science, 75 (7), 384–397.
- Vapa-Tankosić, J., Ignjatijević, S., Kranjac, M., Lekić, S., & Prodanović, R. (2018). Willingness to pay for organic products on the Serbian market. International Food and Agribusiness Management Review, 21 (6), 791-801.
- Vapa-Tankosić, J., & Hanić, H. (2019). Uticaj percepcije potrošača o nutritivnoj vrednosti organske hrane na spremnost da se plati viša cena. Marketing, 50 (3), str. 186-194.
- Vapa-Tankosić, J., Ignjatijević, S., Kiurski, J., Milenković, J. & Milojević, I (2020). Analysis of consumers’ willingness to pay for organic and local honey in Serbia. Sustainability, 12 (11), 4686.
- Vehapi, S. (2015). A study of the consumer motives which influence the purchase of organic food in Serbia. Economic Themes, 53 (1), 102-118.
- Vehapi, S. & Dolićanin, E. (2016). Consumers Behavior on Organic Food: Evidence from the Republic of Serbia. Economics of Agriculture, 63 (3),871-889.
- Vehapi, S. & Mitić, S. (2021). Generation Z Consumers‘ Motives and Barriers to Purchasing Organic Food Products in Serbia. Economics of Agriculture, 68 (4), 985-1000.
- Vieira, J., Frade, R., Ascenso, R., Prates, I. & Martinho, F. (2020). Generation Z and Key-Factors on E-Commerce: A Study on the Portuguese Tourism Sector. Administrative Sciences, MDPI, 10 (4), 1-17.
- Vlahović, B. & Šojić, S. (2016). Istraživanje stavova potrošača o organskim poljoprivredno-prehrambenim proizvodima i njihovim brendovima. Agroekonomika, 45 (70), 33-46.
- Wandel, M. & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality, Food Quality and Preference, 8 (1), 19–26.
- Wang, L., Wang, J. & Huo, X. (2019). Consumer’s Willingness to Pay a Premium for Organic Fruits in China: A Double-Hurdle Analysis. International Journal of Environmental Research and Public Health, 16 (1), 126.
- Wier, M., Hansen, L.G. & Smed, S. (2001). Explaining demand for organic foods. Paper for the 11th annual EAERE Conference, Southampton, June, preuzeto sa: file:///C:/Users/HP/Downloads/Explaining_Demand_ for_Organic_Foods.pdf , pristupljeno: 3. Septembar 2021.
- Wier, M. & Calverley, C. (2002). Market potential and organic foods in Europe. British Food Journal, 104 (1), 45-62.
- Wier, M., O‘Doherty Jensen, K., Andersen, L.M. & Millock, K. (2008). The character of demand in mature organic food markets: Great Britain and Denmark compared. Food Policy, 33 (5), 406–421.
- Willer, H. & Lernoud, J. (2014). The World of Organic Agriculture: Statistics and Emerging Trends 2014. Bonn: Research Institute of Organic Agriculture (FiBL) / Frick / International Federation of Organic Agriculture Movements (IFOAM).
- Willer, H., Travniček, B., Meier, C., & Schlatter, B. (2021). The World of Organic Agriculture: Statistics and Emerging Trends 2021. Bonn: Research Institute of Organic Agriculture (FiBL) / Frick / International Federation of Organic Agriculture Movements (IFOAM).
- Yin, S., Wu, L., Du, L. & Chen, M. (2010). Consumers’ purchase intention of organic food in China. Journal of the Science of Food and Agriculture, 90 (8),1361–1367.
- Zepeda, L., Chang, H.S. & Leviten-Reid, C. (2006). Organic food demand: focus group study involving Caucasian and African-American shoppers. Agriculture and Human Values, 23 (3), 385–394.
- Zielke, S. (2010). How price image dimensions influence shopping intentions for different store formats. British Food Journal, 44 (6), 748–770.
