Vpliv izbranih dejavnikov na nakup in pripravljenost plačati več za ekološko certificirano hrano

Kralj, Anja (author), Podnar, Klement (mentor)

Na tržišču se pojavlja vedno večja izbira certificirane hrane z različnimi zelenimi označbami. Ta je glede na raziskave tako okolju kot zdravju bolj prijazna. Praviloma je takšna hrana dražja, zato sem v magistrskem delu preverjala, kaj potrošnika motivira za nakup in pripravljenost plačati več za prehranske izdelke z zelenimi označbami, kljub njihovi višji ceni. Osredotočila sem se na skrb za zdravje in okoljsko ozaveščenost, saj so številne raziskave ravno ta dva dejavnika postavljale med vodilne dejavnike, ki vplivajo na potrošnikovo odločitev za nakup certificirane hrane in njihovo pripravljenost, da zanjo odštejejo več. Ugotovitve potrjujejo pozitiven vpliv obeh dejavnikov, tako na pripravljenost na nakup kot na pripravljenost plačati več za ekološko certificirano hrano, a v manjši meri, kot so to izmerili nekateri drugi raziskovalci. Glede na rezultate naše raziskave ne moremo trditi, da sta skrb za zdravje in okoljska ozaveščenost vodilna dejavnika za motivacijo potrošnika pri nakupu in za pripravljenost plačati več za ekološko certificirano hrano, a nanju nedvomno pozitivno vplivata.

• Language: Slovenian
• Keywords: Ekološko certificirana hrana, zelene označbe, pripravljenost plačati več, pripravljenost na nakup, skrb za zdravje, okoljska ozaveščenost.
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-111770
• COBISS.SI-ID: 36526941
• Publication date in RUL: 12.10.2019

Secondary language

• Language: English
• Title: The impact of the selected factors on purchasing and willingness to pay more for organic certified foods

Abstract

An increasing number of organic foods with different green labels appear on the market. According to the researches this is more environmentally and health-friendly. Organic food is often more expensive, so in my master's thesis I examined what motivates the consumers to buy it and the willingness to pay more for food products with green labels, despite higher price. I focused on health care and environmental awareness, as many of the studies have identified these two factors as leading factors that influence the consumers' decision to buy organic food and their willingness to pay more for organic food. The findings confirm the positive impact of both factors, both on the purchasing intention and the willingness to pay more for organic certified foods, but to a lesser extent, as expected. According to the results of our research, we can not claim that health care and environmental awareness are the leading factors that motivate the consumers to buy and to pay more for organic certified foods, but they undoubtedly have a positive impact on them.

• Keywords: Organic certified food, green labels, willingness to pay more, willingness to buy, health care, environmental awareness.