Profile of organic food consumers

Abstract

The aim of this study is to prove that profile of organic food consumers is dependent on their socio-demographic characteristics as well as to shape universal organic food consumer profile. The survey included 398 consumers in Serbia. Results indicate existence of typical consumer's profile. The findings could be generalized proving that socio-demographic profiles in a larger population are strictly related to the decision to utilize organic food. The study finally contributes to the stakeholders in general, since the knowledge of the attributes can help all of them to play more active role in this supply chain. It should stimulate the personalized approach to the particular groups of consumers based on socio-demographic characteristics in order to intensify consumption of organic food and to create different marketing plans dependent on the particular countries or areas.

Keywords

• organic food
• consumer profile
• socio-demographic characteristics
• supply chain