MODELOVANJE KONZUMACIJE VOĆA I POVRĆA U SRBIJI
Sažetak
Uprkos tome što voće i povrće imaju ključnu ulogu u pravilnoj ishrani i dobrom zdravstvenom stanju, većina potrošača u Srbiji ne konzumira dovoljne količine ovih namirnica. U cilju boljeg razumevanja ovog nezadovoljavajućeg stanja, istraživanje testira prošireni model teorije planiranog ponašanja, kako bi se predložili potrebni koraci za unapređenje svakodnevne konzumacije voća i povrća. Ova teorija, proširena za ulogu znanja, testirana je upotrebom strukturnih jednačina. Indeksi podesnosti su potvrdili korisnost proširenog modela teorije planiranog ponašanja za bolje razumevanje ponašanja potrošača, kao i za medijatorsku ulogu namera potrošača da povećaju konzmaciju ovih namirnica. Republika Srbija, kao jedna od ključnih zemalja u razvoju na Balkanu, izabrana je za testiranje modela, uz mogućnosti njegove primene i na druge zemlje u razvoju koje se suočavaju sa neadekvatnom ishranom stanovništva. Podaci su prikupljeni u Vojvodini putem online upitnika (n=688). I pored visokog nivoa svesti potrošača u Vojvodini o značaju voća i povrća na zdravlje, njihovo znanje, samo po sebi, nije dovoljno da dovede do promena u njihovom ponašanju vezanom za konzumaciju voća i povrća. Na namere i ponašanje potrošača treba uticati indirektno, kroz promenu njihovih stavova i subjektivnih normi. Upravo zbog toga, rezultate ove studije treba uzeti u obzir prilikom kreiranja aktivnosti usmerenih na promenu ponašanja potrošača u pravcu povećanja konzumacije voća i povrća.
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