Harnessing Expert Opinion: Trends and Challenges on the Balkan Organic Market, Based on a Delphi Approach

Renko, Nataša; Butigan, Ružica; Renko, Sanda; Vuletić, Ante; Schaer, Burkhard; Zaouche-Laniau, Martine

doi:10.1007/978-94-007-5946-6_7

Cited by 2 publications

(5 citation statements)

References 18 publications

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“…The health concerns are also confirmed as the main motive for purchasing organic food products in Romania [40]. The same results are obtained in a study conducted in Western Balkan countries, indicating that main consumers' motives for buying organic food products are health concerns and environmental protection [14,15]. A study of of von Meyer-Höfer et al [16] investigated whether there are significant differences regarding expectations toward labeled organic products between developed (Germany and UK) and emerging organic markets (Spain and Czech Republic).…”

Section: Factors Influencing Green Consumers' Purchase Of Organic Agriculture Productssupporting

confidence: 72%

“…All these stated characteristics are common not only to the Western Balkan countries but to most of the other countries where the organic food market is developing [13][14][15][16]. Hence, it can be expected that the results obtained in this research can be considered important for understanding the consumers' choice regarding organic food products in other countries, too.…”

Section: Introductionmentioning

confidence: 65%

“…Additionally, this set also contained a multiple-choice question regarding the most important incentive that would encourage potential consumers to purchase organic agriculture products. Considering the importance of product distribution and the previous research on this issue [14,35,51], the third set comprised multiple-choice questions related to the distribution channels of these products in order to identify the types of stores where respondents purchase organic agriculture products and which kind of stores they perceive as the best for selling these products. Additionally, it comprised a question in the form of a set of statements regarding preferred ways of organic food purchase, and the responses were measured also using a 5-point Likert scale.…”

Section: Methodology and Samplementioning

confidence: 99%

“…Price is regarded as one of the main obstacles when buying organic food products [19,[49][50][51]. The research of Renko et al [14], as well as the research of Melovic et al [15] and Ham et al [50] revealed that this barrier is particularly important for consumers in the Western Balkan countries. Additionally, this is an especially significant obstacle for occasional green buyers and non-core organic consumers, which is why the reduction of regular prices is very important for stimulating the purchase of these consumers [52,53].…”

Section: Factors Influencing Green Consumers' Purchase Of Organic Agriculture Productsmentioning

confidence: 99%

See 3 more Smart Citations

Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market—Relevance for Sustainable Agriculture Business Development

Melović

Ćirović

Backovic-Vulic

et al. 2020

Foods

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The aim of this paper was to analyze the main factors that affect green consumers’ choice regarding the purchase of organic agriculture products. The data collected through a survey of 559 green consumers were analyzed using explanatory factor analysis, the Relative Importance Index, and logistic regression. The results point out eleven main factors related to the offerings on the organic agriculture market that predominantly drive green consumers’ purchasing decisions. The Relative Importance Index identified health benefits that stem from a specific way of production as the main purchasing motive. This was also confirmed by the results of logistic regression, which showed that a respondent who buys organic agricultural products on a daily basis is approximately 71.5% less likely to disagree with the claim that organic products are healthier than non-organic, compared to a consumer who purchases organic products several times a week or month. However, as these benefits cannot be empirically confirmed, green consumers look for official labels on the product packaging. In order to assure the product quality, more than half of them find out very important information about producers: whether they have a product quality certificate (69.5%), how many years they are engaged in production (56.2%), and whether they have specific product packaging (54.9%). The Relative Importance Index also revealed that the main purchasing barriers that consumers face are scarce offerings and an insufficient development of the distribution channel, which were ranked in first and second place. The price as a barrier is of less importance. About 30.8% of the respondents are willing to pay up to 20% higher prices for organic food compared to conventional food, while 39.4% of them would pay even up to 40% higher prices. Based on the given results, there are clear suggestions for creating a sustainable marketing strategy for organic agriculture products as the main prerequisite for an increase of healthy food choices and fostering the future development of organic agriculture businesses at the local and global levels.

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Section: Factors Influencing Green Consumers' Purchase Of Organic Agriculture Productssupporting

confidence: 72%

Section: Introductionmentioning

confidence: 65%

Section: Methodology and Samplementioning

confidence: 99%

Section: Factors Influencing Green Consumers' Purchase Of Organic Agriculture Productsmentioning

confidence: 99%

See 2 more Smart Citations

Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market—Relevance for Sustainable Agriculture Business Development

Melović

Ćirović

Backovic-Vulic

et al. 2020

Foods

View full text Add to dashboard Cite

show abstract

“…In contrast, Serbia, with GDP per capita levels among the lowest in Europe, has a nascent organic food market. While secondary data on Serbia's organic food market is limited, Renko et al (2013) estimates it accounts for less than 1% of total food sales. The remainder of this section outlines briefly the characteristics of the four labels.…”

Section: Overview Of Eco-labels and Organic Markets Studiedmentioning

confidence: 99%

What determines consumers' use of eco-labels? Taking a close look at label trust

Gorton

Tocco

Yeh

et al. 2021

Ecological Economics

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Harnessing Expert Opinion: Trends and Challenges on the Balkan Organic Market, Based on a Delphi Approach

Cited by 2 publications

References 18 publications

Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market—Relevance for Sustainable Agriculture Business Development

Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market—Relevance for Sustainable Agriculture Business Development

What determines consumers' use of eco-labels? Taking a close look at label trust

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