Consumersʹ attitudes, motives and behaviour towards organic yoghurt in Croatia

Abstract

The organic food market is constantly growing, while organic yoghurt belongs to the category of the best-selling organic products in the dairy products group. The aim of this study was to determine consumer behaviour in the purchase and consumption of organic yoghurt, attitudes concerning organic yoghurt, and motives for organic yoghurt purchase. An online survey was conducted among organic yoghurt buyers. More than a third of respondents buy and consume organic yoghurt two to three times a month. Respondents buy most often organic yoghurt made from cow’s milk, in plastic packaging, in supermarkets and specialty stores. The most important motives for buying organic yoghurt are health, nutritional value, and food safety. Respondents have positive attitudes about organic yoghurt. The results of this research are useful for organic food producers (especially organic yoghurt producers) in planning and improving production, and also for food marketing experts in designing and implementing promotional activities.

A literature review on the drivers and barriers of organic food consumption in China

“…In terms of the conditional values, the perceived healthiness as a personal attribute and the certification/ organic label are the two mostly focused factors. These factors correspond to the main drivers of consumer purchasing behavior in other countries (Bazaluk et al 2020;Brata et al 2022;Czudec 2022;Gundala and Singh 2021;Hashem et al 2018;Iqbal et al 2021;Ishaq et al 2021;Leyva-Hernández et al 2021;Melović et al 2020;Migliorini et al 2020;Milić et al 2022;Nafees et al 2022;Nagy-Pércsi and Fogarassy 2019;Nguyen et al 2019;Rodríguez-Bermúdez et al 2020;Slamet et al 2016;Soroka and Wojciechowska-Solis 2019;Soroka et al 2021;Stolz et al 2017;Tandon et al 2021;Tomić Maksan 2021;Ünal et al 2019;Vehapi and Mitić 2021).…”

“…Unlike health in the functional value category, perceived health was considered a personal characteristic. Another often researched factor is the certification/organic label (Chen et al 2014;Loebnitz and Aschemann-Witzel 2016;McCarthy et al 2016;Wong and Tzeng 2019;2021). There could be an interaction between the certification/organic label and the perceived trustworthiness/social trust.…”

Differences between low-income and high-income buyers of organic milk and willingness to pay organic price premiums

“…Tomic Maksan et al (2022) stressed that consumers prefer organic dairy products because they are healthy, have high nutritional value, and are reliable. The main factors affecting consumers' organic product preferences are product knowledge, health benefits, price, income status, and past experiences (Vietoris et al, 2016).…”

Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

“…Research on organic food consumption has focused on the following aspects, such as health perception (Devi et al ., 2023; Koswatta et al ., 2023; Kutnohorska and Tomsik, 2013), environmental protection awareness (Liu and Zheng, 2019; Lopez-Galan et al ., 2013; Nafees et al ., 2022; Yuan and Xiao, 2021), organic certification concern (Janssen and Hamm, 2014; Murphy et al ., 2022; Nie et al ., 2022; Wu et al ., 2014), price sensitivity (Chen et al ., 2022; Eberle et al ., 2023; Herrmann and Schroeck, 2011; Roediger et al ., 2016; Zander and Hamm, 2010), trust (Lee et al ., 2019; Murphy et al ., 2022; Teng and Wang, 2015; Truong et al ., 2022) and socio-cultural level (Grosglik, 2017; Li et al ., 2020; Maksan et al ., 2022). Through an in-depth exploration of these research directions, we can gain a more comprehensive understanding of the integrated impact of organic food consumption on individual health, agricultural sustainability, market economy, and social culture.…”