Motives and Limitations of Consumers in the Purchase of Organic Food in Serbia

Abstract

The concept of sustainable development promotes the idea that each generation should use resources from
nature to meet its needs in such a way that does not endanger nature so that future generations can meet their needs.
Organic production is a system of sustainable agriculture. Organic food are gaining in importance in the EU, which is
also shown by the data of the constant increases in the areas on which organic cultures are grown. The demand for
organic food depends on consumer preferences. Consumers choose between brands available on the market on which
exists more alternatives. For every organic food producer, the market presents a chance, challenge, but also danger.
Different products confront on the market for a better position in consumer awareness. Hence there is a need to
manage the production, because manufacturers and companies have become aware that it represents a significant part
of the marketing with the help of which the value for consumers in the market is created. Accordingly, organic food
producers must manage it in an adequate manner.
The aim of this paper is to present, on the basis of empirical research, the motives of consumers in Serbia when
purchasing organic food, as well as the extent to which people are familiar with organic food and its advantages. The
research will be carried out by the survey method, using a questionnaire. The aim is to identify the differences between
demographic groups of consumers in attitudes about buying organic food. Although consumers in Serbia have a
propensity and a positive attitude toward organic food, there is a percentage of the population that does not decide to
buy it, which means that there is a discrepancy between consumers’ preferences and their behavior as the result of
limiting factors’ effect. The results of this analysis will contribute to the literature and give guidelines to producers in
Serbia for applying the marketing activities aimed at improving the sale of organic food.