magistrsko delo
Anja Kralj (Author), Klement Podnar (Mentor)

Abstract

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.

Keywords

ekološko certificirana hrana;okoljska ozaveščenost;skrb za zdravje;Vedenje potrošnikov;Hrana;Zdravje;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [A. Kralj]
UDC: 366:612.39(043.2)
COBISS: 36526941 Link will open in a new window
Views: 486
Downloads: 159
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Other data

Secondary language: English
Secondary title: The impact of the selected factors on purchasing and willingness to pay more for organic certified foods
Secondary 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.
Secondary keywords: Consumer behavior;Food;Health;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 82 str.
ID: 11242417