Vpliv ekološke označbe na percipirano vrednost sadnih sokov

Simeonov, Andreja (avtor), Kuhar, Aleš (mentor)

Kljub temu, da imajo potrošniki različno razumevanje o tem, kaj ekološka živila smejo vsebovati in kakšne so omejitve pri pridelavi, se povpraševanje povečuje. Dogajajo pa se spremembe na trgu ekoloških živil, predvsem z vidika informiranja potrošnikov ter njihovega nakupnega in potrošnega obnašanja. V nalogi smo želeli raziskati, kako dobro anketiranci poznajo zahteve ekološkega kmetovanja, označbe za ekološka živila, kateri označbi najbolj zaupajo in ali vedo, kdo sploh preverja izpolnjevanje vseh zahtev ekološkega kmetovanja in prodaje ekoloških živil. V raziskavi je sodelovalo 286 anketirancev, od tega 209 žensk in 77 moških. Po starosti so prevladovali mladi odrasli med 21 in 40 let (72 %). Ugotovili smo, da večina anketirancev pozna ekološko označbo, objektivno razumevanje te je prisotno pri 75 % anketirancev – navedli so vsaj dve pravilni zahtevi oz. omejitvi ekološkega kmetovanja. Za anketirance je pri nakupu ekoloških živil najpomembnejše dejstvo, da ne vsebujejo umetnih aditivov, izpostavili so barvila, arome, konzervanse. Visoke cene ekoloških sadnih sokov pa niso označili kot pomemben dejavnik pri nakupu. Zanimivo bi bilo raziskati tudi, kako različne ekološke označbe vplivajo na nakupno namero potrošnikov.

• Jezik: Slovenski jezik
• Ključne besede: živilstvo, sadni sokovi, ekološke označbe, potrošniki, percipirana vrednost, ankete, Slovenija
• Vrsta gradiva: Magistrsko delo/naloga
• Organizacija: BF - Biotehniška fakulteta
• Leto izida: 2019
• PID: 20.500.12556/RUL-107956
• COBISS.SI-ID: 4235144
• Datum objave v RUL: 10.06.2019

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Influence of organic labeling on percieved value of fruit juices

Izvleček

Even though consumers have different understandings about what organic food may contain and what the regulations on their productions are, the demand for them is growing. The changes on the organic produce market are happening mainly at the aspect of informing the consumers about organic produce and farming and their buying and consuming behaviour. In this paper we wanted to research how knowledgeable the respondents of the survey are about organic farming regulations, organic produce labels, which label they trust and whether they know who actually controls and checks the organic farming regulations. 286 people participated in the survey, 209 female and 77 male. Young adults from 21 to 40 years of age prevailed in the survey (71%). We have found out most of the respondents know the national organic produce label, 75% of them have the objective knowledge of the label regulations  they have listed at least two correct organic farming regulations. The respondents feel the most important fact when buying organic produce is for them not to have any artificial additives, they have especially pointed out colouring, aromas and preservatives. They did not stress the high prices of organic fruit juices. For further research we suggest looking into how different organic labels effects consumers’ purchase intention.

• Ključne besede: food science, fruit juices, organic labeling, consumers, perceived value, questionnaires, Slovenia