Nakupno vedenje porabnikov ekoloških živil v Sloveniji

magistrsko delo

Jasna Kuštor (Avtor), Damijan Mumel (Mentor)

Povzetek

Trg ekoloških živil je svojevrsten trg, ki raste v vseh gospodarskih razmerah, tako v recesiji kot konjunkturi, vedenje porabnikov na tem trgu pa se nekoliko razlikuje od vedenja porabnikov na trgu konvencionalnih živil. Kljub temu da je tudi na tem trgu cena poglavitna ovira za nakup, pa obstajajo na drugi strani pomembni motivi, ki pripomorejo k odločitvi za nakup. Dejstvo je namreč, da je vpletenost porabnika v tem nakupnem procesu bistveno večja, kot je pri nakupu običajnih oziroma konvencionalnih živil. V nalogi nas je zanimal pogled na trg ekoloških živil skozi prizmo porabnika ter konkretno nakupno vedenje porabnikov ekoloških živil v Sloveniji. V teoretičnem delu naloge smo predstavili ekološko kmetijstvo, ekološka živila in trg ekoloških živil, opisali smo vedenje porabnikov, predstavili porabnika na trgu ekoloških živil ter njegove motive in ovire za nakup ekoloških živil. V raziskovalnem delu naloge smo podrobno raziskali nakupno vedenje porabnikov ekoloških živil. Osnovni raziskovalni problem, ki smo si ga zadali, je bilo nezadostno poznavanje nakupnega vedenja porabnikov ekoloških živil. Osnovni cilj, iz katerega smo potem izpeljali vse ostale cilje, pa je torej bil raziskati nakupno vedenje porabnikov na trgu ekoloških živil v Sloveniji. Z analizo podatkov smo na podlagi zastavljenih hipotez prišli do naslednjih zaključkov: - Ne moremo trditi, da ženske pogosteje kupujejo ekološka živila kot moški. - Kupci najpogosteje kupujejo ekološka živila v trgovinah z izdelki vsakdanje rabe. - Gospodinjstva z višjim neto dohodkom porabijo mesečno več za nakup ekoloških živil. - Med višino izobrazbe in pogostostjo nakupa ekoloških živil ni povezave. - Porabniki izmed ekoloških živil najpogosteje kupujejo ekološko sadje in zelenjavo. - Glavna ovira za nakup ekoloških živil je visoka cena. - Porabniki si želijo širšo ponudbo ekoloških živil slovenskega porekla. Ena od pomembnejših ugotovitev raziskave je tudi ta, da je, glede na obstoječe podatke iz preteklih let, delež porabnikov ekoloških živil v Sloveniji bistveno narasel.

Ključne besede

vedenje porabnikov;nakupno vedenje;ekološko kmetijstvo;ekološka živila;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[J. Kuštor]
UDK:	658.89:631.147(043.2)
COBISS:	12294940
Št. ogledov:	1330
Št. prenosov:	233
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Purchasing behaviour of consumers of organic food in Slovenia
Sekundarni povzetek:	The organic food market is a unique market that flourishes in all economic conditions, be it a recession or economic boom. The behaviour of consumers on the market differs somewhat from the behaviour of consumers on the conventional food market. Although prices represent the main obstacle for purchasing even on this market, there are other important motives that drive purchasing decisions. It is a fact that the inclusion of the consumer in the purchasing process is much more pronounced compared with the purchase of common or conventional food. The thesis addresses the organic food market through the eyes of the consumer, as well as the behaviour of consumers of organic foodstuffs in Slovenia. The theoretical part of the thesis presents organic farming, organic food and the organic food market. It describes the behaviour of consumers, the consumers on the organic food market and their motives, as well as the obstacles they face when trying to purchase organic foodstuffs. The research part of the thesis provides a detailed analysis of the buying behaviour of organic food consumers. The main problem encountered during the research phase was a lack of complete knowledge of the buying behaviour of organic food consumers. The basic goal, from which all other goals were drawn, was the analysis of consumer buying behaviour on the organic food market in Slovenia. The following conclusions were reached on the basis of pre-defined hypotheses following data analysis: - It cannot be asserted that women buy organic food more often than men. - Consumers most often purchase organic food in stores that feature everyday products. - Households with a higher net income spend more on organic food per month. - There is no correlation between higher levels of education and the purchase of organic food. - The most common types of organic food bought by consumers are organic fruit and vegetables. - The main obstacle to purchasing organic food is its high price. - Consumers would like to see a broader range of organic food of Slovenian origin. One of the most important conclusions of the thesis is the fact that, according to available data, the proportion of consumers of organic food in Slovenia has risen significantly over the last few years.
Sekundarne ključne besede:	organic food;organic farming;organic food consumer;consumer buying behaviour.;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	VI, 69 str.
ID:	9123483