Svest i znanje potrošača generacije Z o organskoj hrani u Srbiji
Awareness and knowledge of generation Z consumers about organic food in Serbia
Apstrakt
Osnovi cilj istraživanja je da pruži uvid u nivo svesti i znanja generacije Z o organskoj hrani i da oceni njihovu sposobnost prepoznavanja organskih proizvoda na tržištu Srbije. Za potrebe ovog rada primenjeno je kvantitativno istraživanje putem anketnog upitnika koji je popunilo 213 studenata sa tri univerziteta u Srbiji. Predstavljeni rezultati istraživanja pokazuju nedovoljno poznavanje standarda, sertifikacije i obeležavanja organskih proizvoda među generacijom Z u Srbiji. Od ukupnog broja ispitanika koji su svesni postajanja organske hrane, skoro polovina ne zna tačnu definiciju ovih proizvoda. Zanimljivo je da su sa pravnom definicijom organske hrane bolje upoznati povremeni organski potrošači nego redovni organski potrošači. Rezultati takođe otkrivaju da značajan udeo ispitanika ne pravi razliku između organske hrane i zdravih i prirodnih proizvoda. Konfuziju među potrošačima generacije Z dodatno potvrđuje nalaz prema kome 37.2% ispitanika ne prepoznaje nacionalnu oznaku za organske proizvode u Srbiji. Dobijeni nalazi mogu pomoći kompanijama u razvoju efikasne marketing strategije za stimulisanje potrošnje organske hrane na tržišnom segmentu generacije Z.
Abstract
The aim of the research is to provide insight into the awareness and knowledge level of Generation Z regarding organic food and to assess their ability to recognize organic products in the Serbian market. For this study, a quantitative research approach was applied using a questionnaire filled out by 213 students from three universities in Serbia. The presented research results indicate insufficient familiarity with standards, certification, and labeling of organic products among Generation Z in Serbia. Out of the total number of participants aware of organic food, almost half do not know the exact definition of these products. Interestingly, occasional organic consumers are more familiar with the legal definition of organic food than regular organic consumers. The results also reveal that a significant portion of respondents do not distinguish between organic food on the one side and healthy and natural products on the other side. The confusion among Generation Z consumers is further confirmed by the finding that 37.2% of respondents do not recognize the national label for organic products in Serbia. The obtained findings can assist companies in developing effective marketing strategies to stimulate organic food consumption within the Generation Z market segment.
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