Organic consumer profile and obstacles for increasing consumption of organic food in Serbia

Abstract

The profile of consumers and potential consumers of organic food in the context of socio-demographic characteristics is explored in the paper based on the level of frequency of actual and preferred organic food consumption in the domestic market. In addition, the obstacles to the conversion of preferred into actual consumption were examined, in cases where the preferred consumption is greater. A survey conducted in June 2016 in Serbia on 300 respondents indicates that almost a third of the respondents had higher frequency of preferred than of actual consumption of organic food. In addition, research indicates that the actual and potential consumers of organic food may be associated with higher incomes and particularly higher levels of education.

Keywords

• organic food
• consumer profile
• obstacles for increasing consumption