The basic features of typical consumers of organic food

Abstract

The major goal of current research is to determine the general frequency of buying organic food and the elementary demographic features of a typical consumer of organic food. Six hundred participants of different genders, ages, levels of education, material and marital statuses, incomes and living areas were comprised. A Google questionnaire was used, in the period from June to December 2021, and it was sent to 800 people, out of whom 600 people filled out the questionnaire completely. The metric characteristics of the applied questionnaire were, as in previous researches in which this instrument was used, at an appropriate level. SPSS version 26 was used for data processing and analysis. Nonparametric techniques have been used due to the irregular distribution of scores on the measured variables. Descriptive statistics was used to adequately present the sample, and the Mann-Whitney U test and the Kruskal-Wallis test were employed to detect the existing differences between the groups of participants. It has been shown that the frequency of buying organic food in Serbia is still at a very low level. Classic customers of organic food are mostly older women with higher educational levels and incomes. They usually live in urban areas, while their marital status and the number of children have no effects on making their decision to purchase organic food and products.

Keywords

• organic food
• consumer
• frequency of organic food purchases
• main demographic characteristics
• food market