Consumers´ purchasing preferences towards organic food in Slovakia
DOI:
https://doi.org/10.5219/846Keywords:
organic food, consumer, purchasing preference, Slovak republicAbstract
Submitted paper deals with the consumers´ purchasing preferences towards organic food in Slovakia, pointing at the situation on the organic food market in Slovakia finding the consumers' preferences when buying organic food. The results of the questionnaire survey identified the preferences and opinions of respondents about organic food. Paper analyses the questionnaire survey by 227 respondents concerning the purchasing preferences towards organic food in Slovakia. In order to achieve given aim and to ensure deeper analysis of the results, there had been stated 3 assumptions and 5 hypothesis. As the results of the survey proved, 65% of respondents buy organic food, of which 39% of respondents buy organic food at least once a week. Up to 98% of respondents have already met the concept of organic food and know what it means. 37 % of respondents buy mostly organic fruit and vegetables, 18% of respondents buy the most the meat and meat products in organic quality and 13% of respondents prefer dairy products in organic quality. The most preferred place to buy organic food are specialized stores (36 %),to buy organic food directly from the producer is the most popular way for 29 % of respondents, hypermarket and supermarkets are favorite place to buy organic food for 19% of respondents, and 12% of respondents buy organic food mostly in farmers´ markets. Only 4% of respondents prefer another way to buy organic food. Quality of organic food and not using the pesticides is the most important criteria for buying organic food (36%). Price has also really strong influence on purchasing decision, when 34% of respondents are the most affected by the price when purchasing organic food. Package is considered as the least important criteria when buying organic food by 72% of respondents. On the basis of provided results of our survey and formulated hypothesis which were evaluated by Chi-square goodness of fit test, Chi square test of the square contingency and Kolmogorov-Smirnov test. Based on research can be concluded that there is a difference in preferences of respondents. In Slovakia exists the dependence between the consumers´ preferences towards organic food and conventional food product and there are strong preferences for buying the organic food.
Downloads
Metrics
References
Baourakis, G. 2004. Marketing trends for organic food in the 21st Century. 3rd ed. New York, USA : World Scientific. 338 p. ISBN 981-238-768-4. DOI: https://doi.org/10.1142/5481
Lacko-Bartošová, M. et al. 2005. Udržateľné a ekologické poľnohospodárstvo (Sustainable and Organic Farming). 1st ed. Nitra : SUA. 575 p. ISBN 80-8069-556-3. (In Slovak)
Blair, R. 2012. Organic Production and Food Quality: A Down to Earth Analysis. 1st ed. Oxford : Wiley-Blackwell. ISBN 978-0-8138-1217-5.
Bordeleau, G., Myers-Smith, I., Midak, M.,Szeremeta, A. 2002. Food quality: Comparison of organic and conventional fruits and vegetables. Frederiksberg : NL Den KongeligeVeterinoeralogue. p. 81.
Gfk Slovakia, 2017. [online] s.a. [cit. 2017-02-11] Available at: http://www.gfk.com/sk/insights/.
Givens, I., Baxter, S., Minihane, A. M., Shaw, E. 2008. Health benefits of organic food: Effects of the environment. 1st ed. Wallingford : CABI Publishing. 336 p. ISBN 978-1-84593-459-0.
Golian, J. 2011. Food - quality and safety for the consumer (Potraviny - kvalita a bezpečnosť pre spotrebiteľa). Epicure, no. 21, p. 64-67. (In Slovak)
Halberg, N., Alrøe, H. F., Knudsen, M. T., Kristensen, E. S. 2006. Global development of organic agriculture: Challenges and prospects. 1st ed. Oxford : CABI Publishing. ISBN 978-18-4593-078-3. DOI: https://doi.org/10.1079/9781845930783.0000
Honkanen, P., Verplanken, B., Svein, O. O. 2006. Ethical values and motives driving organic food choice. Journal of Consumer Behavior, vol. 5, no. 5, p. 420-430. https://doi.org/10.1002/cb.190 DOI: https://doi.org/10.1002/cb.190
Horký, P., Skládanka, J., Nevrkla, P., Falta, D., Čáslavová, I., Knot, P. 2017. Effect of protein concentrate supplementation on the composition of amino acids in milk from dairy cows in an organic farming system. Potravinarstvo, vol. 11, no. 1, p. 88-95. https://doi.org/10.5219/707 DOI: https://doi.org/10.5219/707
Hoyer, W. D., Macinnis, D. J. 2008. Consumer behavior. 5th ed. South Western College : Nelson Education. 672 p. ISBN 9780547079929.
Huttmanová, E., Synčáková, L. 2009. Dimensions for evaluation of sustainable development and human development. In Hradecké ekonomické dny 2009: ekonomický rozvoj a management regionů. Hradec Králové : Gaudeamus, p. 204-211. ISBN 978-80-7041-455-2.
Jankajová,E., Kotus, M., Holota,T., Zach.M. 2016. Risk Assessment of Handling Loads in Production Process. Acta Universitatis Agriculturae et Silviculturae, vol. 64, no. 2, p. 449-453. https://doi.org/10.11118/actaun201664020449 DOI: https://doi.org/10.11118/actaun201664020449
Kohls, L. R., Uhl, N. J. 2012. Marketing of Agricultural Products. 1st ed. Madison : University of Wisconsine. 544p. ISBN 978-013-010-584-4.
Koivisto-Hursti, U. K., Magnusson, M. K. 2003. Consumer perceptions of genetically modified and organic foods. What kind of knowledge matters? Appetite, vol. 41, no .2, p. 207-209. DOI: https://doi.org/10.1016/S0195-6663(03)00056-4
Kozelová, D., Vietoris, V., Fikselová, M. 2013. Quality and availability of organic foods by Slovak consumers. Potravinarstvo, vol. 7, no. 1, 2013, p. 146-150. https://doi.org/10.5219/306 DOI: https://doi.org/10.5219/306
Kretter, A. 2005. Organic ferming and eco-products marketing (Marketing ekologického poľnohospodárstva a ekoproduktov). 1st ed. Nitra : SUA. 38 p. ISBN 80-8069-620-9.
Kretter, A., Kádeková, Z. 2013. Eco marketing in agriculture and barriers to organic food sales. Zeszyty Naukowe Szkoly Glównej Gospodarstwa Wiejskiego w Warzsawie, vol. 59, no. 10, p. 394-401.
Krystallis, A, Chryssohoidis, G. 2005. Consumer's willingness to pay for organic food factors that affect it and variation per organic, product type. British Food Journal, vol. 107, no. 4-5, p. 320-323. https://doi.org/10.1108/00070700510596901 DOI: https://doi.org/10.1108/00070700510596901
Kubelaková, A. 2015. Visualizing the importance of marketing aimed at supporting the sale of domestic products on the Slovak market (Zviditeľnenie významu marketingu zameraného na podporu predaja domácich produktov na slovenskom trhu). In Zborník príspevkov z konferencie ŠVOČ s medzinárodnou účasťou. Nitra : Slovenská poľnohospodárska univerzita. p. 84-100. ISBN 978-80-552-1350-7.
Kubelaková, A., Šugrová, M. 2017. Habit or choice? The decision - making process of young generation in purchasing dairy products in the Slovak Republic. In International Day of Science 2017 - economics, management, innovation. Olomouc : Moravian University College, p. 113-120.
Kubicová, Ľ., Habánová, M. 2012. Development of milk consumption and marketing analysis of its demand. Potravinarstvo, vol. 6, no. 4, p. 66-72. https://doi.org/10.5219/236 DOI: https://doi.org/10.5219/236
Laroche, M., Bergeron, J., Barbaro-Forleo, G. 2001. Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, vol. 18, no. 6, p. 503-520. https://doi.org/10.1108/EUM0000000006155 DOI: https://doi.org/10.1108/EUM0000000006155
Magnusson, M. K., Arvola, A., Hursti, U. K. K., Âberg, L., Sjödén, P. O. 2003. Choice of organic food is related to perceived conse quences for human health and to environmentally friendly behaviour. Appetite, vol. 40, no. 2, p. 109-117. https://doi.org/10.1016/S0195-6663(03)00002-3 DOI: https://doi.org/10.1016/S0195-6663(03)00002-3
Nagyová, Ľ., Horská, E., Paluchová, J., Kleinová, K., Kádeková, Z., Récky, R. 2012. Trends in consumer behavior on the food products market in the Slovak Republic (Trendy v spotrebiteľskom správaní na trhu potravinárskych produktov v SR). 1st ed. Nitra : SUA. 83 p. ISBN 978-80-552-0899-2. (In Slovak)
Nagyová, Ľ. et al. 2014. Marketing. 1st ed. Nitra : SUA. 460 p. ISBN 978-80-552-1269-2. (In Slovak)
Nagyová, Ľ., et al. 2014. Výskum trhu. 1st ed. Nitra : SUA. 315 p. ISBN 978-80-552-1271-5. (In Slovak)
Padel, S., Foster, C. 2005. Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, vol. 107, no. 8, p. 606-625. https://doi.org/10.1108/00070700510611002 DOI: https://doi.org/10.1108/00070700510611002
Pickett-Baker, J., Ozaki, R. 2008. Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer Marketing, vol. 25, p. 281-293. https://doi.org/10.1108/07363760810890516 DOI: https://doi.org/10.1108/07363760810890516
Récky, R. 2011. Consumer behavior by purchase of foodstuff (Spotrebiteľské správanie úri nákupe potravín). In Poláčik, T. Marketing in practise of agro-food sector (Marketing v praxi agropotravinárskeho sektora: zborník vedeckých prác). Nitra : SUA, p. 82-86. ISBN: 978-80-552-0529-8. (In Slovak)
Rovný, P. 2016. Efficiency of small farms in the Slovak agriculture. In Olexová, C. et al. Marketing management, trade, financial and social aspects of business. Bratislava : University of Economics, p. 6.. ISBN 978-80-225-4293-7.
Smutka, L., Rovný, P., Pulkrábek, J., Horská, E. 2016. Foreign trade in sugar (HS1701) and sugar containing products (HS17) - comparison of the Czech and Slovak Republic during the last two decades. Listy cukrovarnické a řepařské, vol. 132, p. 234-240.
Šugrová, M., Šedík, P., Svetlíková, V. 2016. Brand influence of young generations´s decisions in purchasing yogurts in the Slovak Republic. In Future scientists for sustainable development. Gödöllő : Szent István University, p. 482-495. ISBN 978-963-269-451-1.
Thompson, G. D. 1995. Consumer demand for organic foods: What we know and what we need to know. American Journal of Agricultural Economics; vol. 80, no. 5, p.1113-1118. https://doi.org/10.2307/1244214 DOI: https://doi.org/10.2307/1244214
TNS Slovakia. 2017. [online] s.a. [cit. 2017-05-23] Available at: http://www.tns-global.sk/slovensky-marketer.
Downloads
Published
How to Cite
Issue
Section
License
This license permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
