PONAŠANJE POTROŠAČA U ONLAJN KUPOVINI ORGANSKE HRANE TOKOM PANDEMIJE COVID-19 U SRBIJI
Sažetak
Svrha ovog rada jeste da se identifikuje u kojoj meri je pandemija Covid-19 uticala na promenu obima onlajn kupovine organske hrane u Srbiji i da li je dovela do promena u ponašanju potrošača organske hrane. Istraživanje je sprovedeno na teritoriji Srbiji korišćenjem upitnika razvijenog posebno za ovu namenu. Ukupan uzorak je iznosio 1022 ispitanika, a uzorak ispitanika koji je onlajn kupovao organsku hranu u toku pandemije Covid-19 iznosio je 90 ispitanika. Deskriptivna statistika i Hi-kvadrat test korišćeni su za analizu podataka dobijenih istraživanjem. Dobijeni rezultati ukazuju da je pandemija Kovid-19 uticala na povećanje procenta potrošača koji kupuju organsku hranu putem interneta. Takođe, identifikovane su promene u vrsti i obimu potrošnje organske hrane. Te na posletku utvrđeno je da je potrošnja organske hrane varirala u zavisnosti od sociodemografskih karakteristika potrošača koji su kupovali putem interneta.
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