ISPITIVANJE STAVOVA POTROŠAČA I FAKTORA KOJI UTIČU NA KONZUMACIJU POVRĆA
Sažetak
U cilju povećanja potrošnje povrća i pružanja korisnih infromacija potrošačima, analizirane su njihovi stavovi kao i razlozi koji utiču na konzumaciju ovih namirnica. Da bi se ostvario uvid u opšte karakteristike potrošnje povrća korišćen je online upitnik, a istraživanje je sprovedeno na uzorku od 711 slučajno izabranih ispitanika. Za utvrđivanje stavova potrošača o svežem i prerađenom povrću upotrebljena je analiza korespondencije. Rezultati su pokazali da potrošači povrće smatraju ukusnim, lakim za upotrebu i zdravim, dok se glavni nedostaci odnose na bezbednost, kratak rok trajanja i visoku cenu ovih namirnica. Kako bi se povećala potrošnja svežeg i prerađenog povrća, potrebno je da postoje posebno dizajnirane promotivne kampanje koje bi isticale njihove prednosti i doprinos zdravstvenom stanju pri svakodnenvoj konzumaciji. Rezultati dobijeni ovom studijom pružaju uvid u trenutno stanje ponašanja potrošača u Srbiji i mogli bi biti korisni za kreiranje specifičnih promotivnih programa i strategija komunikacije, kako bi uticali na povećanje znanja potrošača o značaju povrća u ishrani. Kampanje treba da budu usmerene ka podizanju svesti potrošača o dobrobiti svakodnevne konzumacije povrća čime bi se poboljšalo opšte zdravstveno stanje populacije čime bi se ujedno smanjili troškovi lečenja sve više prisutnih masovnih hroničnih bolesti izazvanih neadekvatnom ishranom.
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