THE MOST COMMONLY USED COMMUNICATION CHANNELS AS A SOURCE OF INFORMATION FOR ORGANIC FOOD BUYERS IN SERBIA
Ključne reči:
organska hrana, kupci, digitalni marketing, tradicionalni marketing, informisanost
Sažetak
Tržište organske hrane pokazuje konstantan, ali nedovoljan rast poslednjih decenija zbog niza faktora, od kojih su najznačajniji visoke cene i nedovoljna svest potrošača. Bolja svest potrošača može se postići korišćenjem najefikasnijih digitalnih i tradicionalnih marketinških kanala. Cilj ovog rada je da se ispita koje digitalne, a koje tradicionalne marketinške kanale kupci koriste za prikupljanje informacija o organskoj hrani. Istraživanje je obuhvatilo 600 ispitanika iz Srbije, a za obradu podataka korišćen je SPSS program. U radu je korišćena deskriptivna statistika i neparametarske tehnike zbog raspodele rezultata koja odstupa od normale. Rezultati istraživanja su pokazali da se kupci organske hrane više oslanjaju na digitalne marketinške kanale, pre svega društvene mreže i veb stranice. Kada su u pitanju tradicionalni marketinški kanali, TV, radio i novine su na prvom mestu.
Reference
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Bósquez, C.N.G., & Arias-Bolzmann, L.G. (2022). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8), 2461-2480. https://doi.org/10.1108/BFJ-05-2021-0558
Brył, P. (2018). Organic food online shopping in Poland. British Food Journal, 120(5), 1015-1027. https://doi.org/10.1108/BFJ-09-2017-0517.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Delbridge, T.A. (2014). Profitability and adoption of organic agriculture: essays on the decision to transition, Doctoral dissertation. Retrived from https://conservancy.umn.edu/items/ca3cad12-7439-49c4-9c46-ad61878b0eb8
Garibaldi, L.A., Gemmill-Herren, B., D’Annolfo, R., Graeub, B.E., Cunningham, S.A., & Breeze, T.D. (2017). Farming approaches for greater biodiversity, livelihoods, and food security. Trends in Ecology & Evolution, 32, 68-80. https://doi.org/10.1016/j.tree.2016.10.001
Gharibi, B.Z.D., & Karbasi, A. (2023). Investigating the Barriers of Organic Food Buying Behavior. Journal of Agricultural Economics Research, 118-129. Retrived from https://journals.marvdasht.iau.ir/article_5872_bcb52378e8d7e123e618b95e62623240.pdf
Guha, S., Harrigan, P., & Soutar, G. (2018). Linking social media to customer relationship management (CRM): A qualitative study on SMEs. Journal of Small Business & Entrepreneurship, 30(3), 193-214. https://doi.org/10.1080/08276331.2017.1399628
Hansmann, R., Baur, I., & Binder, C.R. (2020). Increasing organic food consumption: An integrating model of drivers and barriers. Journal of Cleaner Production, 275, 123058. https://doi.org/10.1016/j.jclepro.2020.123058
Heidari, M.D., Mobli, H., Omid, M., Rafiee, S., Jamali Marbini, V., Elshout, P.M.F., Zelm, R., & Huijbregts, M.A.J. (2017). Spatial and technological variability in the carbon footprint of durum wheat production in Iran. The International Journal of Life Cycle Assessment, 22, 1893-1900. doi:10. 1007/s11367-017-1283-1
Hokazono, S., & Hayashi, K. (2015). Life cycle assessment of organic paddy rotation systems using land- and product-based indicators: a case study in Japan. The International Journal of Life Cycle Assessment, 20, 1061-1075. doi:10.1007/s11367-015-0906-7
Hyland, C., Bradman, A., Gerona, R., Patton , S., Zakharevich, I., Gunier, R.B., & Klein, K. (2019). Organic diet intervention significantly reduces urinary pesticide levels in U.S. children and adults. Environmental Research, 171, 568-575. https://doi.org/10.1016/j.envres.2019.01.024
IFOAM. (2024). The world of organic agriculture: statistics and emerging trends 2024. Research Institute of Organic Agriculture (FiBL) and IFOAM, Organics International. Retrieved from https://www.fibl.org/fileadmin/documents/shop/1747-organic-world-2024_light.pdf
Jarczok-Guzy, M. (2018). Obstacles to the development of the organic food market in Poland and the possible directions of growth. Food Science & Nutrition, 6(6), 1462-1472. https://doi.org/10.1002/fsn3.704
Krystallis, A., Vassallo, M., Chryssochoidis, G.M., & Perrea, T. (2008). Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory. Journal of Consumer Behaviour, 7(2), 164-187. https://doi.org/10.1002/cb.244
Lesur-Dumoulin, C., Malézieux, E., Ben-Ari, T., Langlais, C., & Makowski, D. (2017). Lower average yields but similar yield variability in organic versus conventional horticulture. A meta-analysis. Agronomy for Sustainable Development, 37, 45. https://doi.org/10.1007/s13593-017-0455-5
Li, F., Larimo, J., & Leonidou, L.C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. DOI: 10.1007/s11747-020-00733-3
Lu, Q.S., & Miller, R. (2019). How social media communications combine with customer loyalty management to boost green retail sales. Journal of Interactive Marketing, 46, 87-100. https://doi.org/10.1016/j.intmar.2018.12.005
McArtney, S.J., & Walker, J.T.S. (2004). Current Situation and Future Challenges Facing the Production and Marketing of Organic Fruit in Oceania. Acta Horticulturae, 638, 387-396. https://doi.org/10.17660/ActaHortic.2004.638.50
Mkhize, S., & Ellis, D. (2020). Creativity in marketing communication to overcome barriers to organic produce purchases: The case of a developing nation. Journal of Cleaner Production, 242, 118415. https://doi.org/10.1016/j.jclepro.2019.118415
Mozas-Moral, A., Bernal-Jurado, E., Medina-Viruel, M.J., & Fernández-Uclés, D. (2016). Factors for success in online social networks: An fsQCA approach. Journal of Business Research, 69(11), 5261-5264. https://doi.org/10.1016/j.jbusres.2016.04.122
Nandi, R., Bokelmann, W., Gowdru, N.V., & Dias, G. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Novytska, I., Chychkalo-Kondratska, I., Chyzhevska, M., Sydorenko-Melnyk, H., & Tуtarenko, L. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Odrowaz-Coates, A. (2021). Definitions of Sustainability in the Context of Gender. Sustainability, 13(12), 6862. https://doi.org/10.3390/su13126862
Ponisio, L.C., M'Gonigle, L.K., Mace, K.C., Palomino, J. Valpine, P., & Kremen, C. (2015). Diversification practices reduce organic to conventional yield gap. Proceedings of the Royal Society B, 282(1799). 20141396. https://doi.org/10.1098/rspb.2014.1396
Ponti, T.D., Rijk, B., & Ittersum, M.K.V. (2012). Why do organic farmers quit in Estonia? International Conferences > 2006: Joint Organic Congress > Theme 2: European initiatives. Retrieved from https://orgprints.org/7810
Shrestha, A., and Baral, S. (2019). Consumers’ willingness to pay for organic agriculture products: acase study of Nepalgunj city, Banke. International Journal of Agriculture, Environment and Food Sciences, 3, 58-61. https://doi.org/10.31015/jaefs.2019.2.2
Tampe, M. (2016). Leveraging the Vertical: The Contested Dynamics of Sustainability Standards and Labour in Global Production Networks. British Journal of Industrial Relations, 56, 43-74. https://doi.org/10.1111/bjir.12204
Tariq, A., Wang, C., Tanveer, Y., Akram, U., & Akram, Z. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202-222. https://doi.org/10.1108/APJML-04-2018-0150
Torres-Ruiz, F.J., Vega-Zamora, M., & Parras-Rosa, M. (2018). False barriers in the purchase of organic foods. The case of extra virgin olive oil in Spain. Sustainability, 10(2), 1-14. https://doi.org/10.3390/su10020461.
Vehapi, S., & Mitić, S. (2023). Svest i znanje potrošača generacije Z o organskoj hrani u Srbiji. Marketing, 54(2), 83-93. https://doi.org/ 10.5937/mkng2302083V
Vittersø, G., & Tangeland, T. (2015). The role of consumers in transitions towards sustainable food consumption. The case of organic food in Norway. Journal of Cleaner Production, 92, 91-99. https://doi.org/10.1016/j.jclepro.2014.12.055
Von Meyer-Höfer, M., Olea-Jaik, E., Padilla-Bravo, C.A., & Spiller, A. (2015). Mature and emerging organic markets: Modelling consumer attitude and behaviour with partial least square approach. Journal of Food Products Marketing, 21, 626-653. https://doi.org/10.1080/10454446.2014.949971
Vukasovič, T. (2016). Consumers' perceptions and behaviors regarding organic fruits and vegetables: Marketing trends for organic food in the twenty-first century. Journal of International Food and Agribusiness Marketing, 28(1), 59-73. https://doi.org/10.1080/08974438.2015.1006974.
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge. Sustainability, 11(1), 209. https://doi.org/10.3390/su11010209
Wijaya, T., Utama, A., Mustikasaria, A., Sholikhah, Z., & Sinnappan, P. (2021). Motives and barriers of organic food consumption behaviour: a comparative study between Indonesia and Malaysia. International Journal of Green Economics, 16(1), 1-17. https://doi.org/10.1504/IJGE.2022.125555
Wojciechowska-Solis, J., & Soroka, A. (2017). Motives and barriers of organic food demand among polish consumers: A profile of the purchasers. British Food Journal, 119(9), 2040-2048. https://doi.org/10.1108/BFJ-09-2016-0439.
Yodkhum, S., Yodkhum, S.H., & Sampattagul, S. (2017). Life cycle GHG evaluation of organic rice production in northern Thailand. Journal of Environmental Management, 196, 217-223. https://doi.org/10.1016/j.jenvman.2017.03.004
Zander, K., Padel, S., & Zanoli, R. (2015). EU organic logo and its perception by consumers. British Food Journal, 117(5), 1506-1526. https://doi.org/10.1108/BFJ-08-2014-0298
Bruschi, V., Shershneva, K., Dolgopolova, I., Canavari, M., & Teuber, R. (2015). Consumer perception of organic food in emerging markets: Evidence from Saint Petersburg, Russia. Agribusiness, 31(3), 414-432. https://doi.org/10.1002/agr.21414.
Bósquez, C.N.G., & Arias-Bolzmann, L.G. (2022). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8), 2461-2480. https://doi.org/10.1108/BFJ-05-2021-0558
Brył, P. (2018). Organic food online shopping in Poland. British Food Journal, 120(5), 1015-1027. https://doi.org/10.1108/BFJ-09-2017-0517.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Delbridge, T.A. (2014). Profitability and adoption of organic agriculture: essays on the decision to transition, Doctoral dissertation. Retrived from https://conservancy.umn.edu/items/ca3cad12-7439-49c4-9c46-ad61878b0eb8
Garibaldi, L.A., Gemmill-Herren, B., D’Annolfo, R., Graeub, B.E., Cunningham, S.A., & Breeze, T.D. (2017). Farming approaches for greater biodiversity, livelihoods, and food security. Trends in Ecology & Evolution, 32, 68-80. https://doi.org/10.1016/j.tree.2016.10.001
Gharibi, B.Z.D., & Karbasi, A. (2023). Investigating the Barriers of Organic Food Buying Behavior. Journal of Agricultural Economics Research, 118-129. Retrived from https://journals.marvdasht.iau.ir/article_5872_bcb52378e8d7e123e618b95e62623240.pdf
Guha, S., Harrigan, P., & Soutar, G. (2018). Linking social media to customer relationship management (CRM): A qualitative study on SMEs. Journal of Small Business & Entrepreneurship, 30(3), 193-214. https://doi.org/10.1080/08276331.2017.1399628
Hansmann, R., Baur, I., & Binder, C.R. (2020). Increasing organic food consumption: An integrating model of drivers and barriers. Journal of Cleaner Production, 275, 123058. https://doi.org/10.1016/j.jclepro.2020.123058
Heidari, M.D., Mobli, H., Omid, M., Rafiee, S., Jamali Marbini, V., Elshout, P.M.F., Zelm, R., & Huijbregts, M.A.J. (2017). Spatial and technological variability in the carbon footprint of durum wheat production in Iran. The International Journal of Life Cycle Assessment, 22, 1893-1900. doi:10. 1007/s11367-017-1283-1
Hokazono, S., & Hayashi, K. (2015). Life cycle assessment of organic paddy rotation systems using land- and product-based indicators: a case study in Japan. The International Journal of Life Cycle Assessment, 20, 1061-1075. doi:10.1007/s11367-015-0906-7
Hyland, C., Bradman, A., Gerona, R., Patton , S., Zakharevich, I., Gunier, R.B., & Klein, K. (2019). Organic diet intervention significantly reduces urinary pesticide levels in U.S. children and adults. Environmental Research, 171, 568-575. https://doi.org/10.1016/j.envres.2019.01.024
IFOAM. (2024). The world of organic agriculture: statistics and emerging trends 2024. Research Institute of Organic Agriculture (FiBL) and IFOAM, Organics International. Retrieved from https://www.fibl.org/fileadmin/documents/shop/1747-organic-world-2024_light.pdf
Jarczok-Guzy, M. (2018). Obstacles to the development of the organic food market in Poland and the possible directions of growth. Food Science & Nutrition, 6(6), 1462-1472. https://doi.org/10.1002/fsn3.704
Krystallis, A., Vassallo, M., Chryssochoidis, G.M., & Perrea, T. (2008). Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory. Journal of Consumer Behaviour, 7(2), 164-187. https://doi.org/10.1002/cb.244
Lesur-Dumoulin, C., Malézieux, E., Ben-Ari, T., Langlais, C., & Makowski, D. (2017). Lower average yields but similar yield variability in organic versus conventional horticulture. A meta-analysis. Agronomy for Sustainable Development, 37, 45. https://doi.org/10.1007/s13593-017-0455-5
Li, F., Larimo, J., & Leonidou, L.C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. DOI: 10.1007/s11747-020-00733-3
Lu, Q.S., & Miller, R. (2019). How social media communications combine with customer loyalty management to boost green retail sales. Journal of Interactive Marketing, 46, 87-100. https://doi.org/10.1016/j.intmar.2018.12.005
McArtney, S.J., & Walker, J.T.S. (2004). Current Situation and Future Challenges Facing the Production and Marketing of Organic Fruit in Oceania. Acta Horticulturae, 638, 387-396. https://doi.org/10.17660/ActaHortic.2004.638.50
Mkhize, S., & Ellis, D. (2020). Creativity in marketing communication to overcome barriers to organic produce purchases: The case of a developing nation. Journal of Cleaner Production, 242, 118415. https://doi.org/10.1016/j.jclepro.2019.118415
Mozas-Moral, A., Bernal-Jurado, E., Medina-Viruel, M.J., & Fernández-Uclés, D. (2016). Factors for success in online social networks: An fsQCA approach. Journal of Business Research, 69(11), 5261-5264. https://doi.org/10.1016/j.jbusres.2016.04.122
Nandi, R., Bokelmann, W., Gowdru, N.V., & Dias, G. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Novytska, I., Chychkalo-Kondratska, I., Chyzhevska, M., Sydorenko-Melnyk, H., & Tуtarenko, L. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Odrowaz-Coates, A. (2021). Definitions of Sustainability in the Context of Gender. Sustainability, 13(12), 6862. https://doi.org/10.3390/su13126862
Ponisio, L.C., M'Gonigle, L.K., Mace, K.C., Palomino, J. Valpine, P., & Kremen, C. (2015). Diversification practices reduce organic to conventional yield gap. Proceedings of the Royal Society B, 282(1799). 20141396. https://doi.org/10.1098/rspb.2014.1396
Ponti, T.D., Rijk, B., & Ittersum, M.K.V. (2012). Why do organic farmers quit in Estonia? International Conferences > 2006: Joint Organic Congress > Theme 2: European initiatives. Retrieved from https://orgprints.org/7810
Shrestha, A., and Baral, S. (2019). Consumers’ willingness to pay for organic agriculture products: acase study of Nepalgunj city, Banke. International Journal of Agriculture, Environment and Food Sciences, 3, 58-61. https://doi.org/10.31015/jaefs.2019.2.2
Tampe, M. (2016). Leveraging the Vertical: The Contested Dynamics of Sustainability Standards and Labour in Global Production Networks. British Journal of Industrial Relations, 56, 43-74. https://doi.org/10.1111/bjir.12204
Tariq, A., Wang, C., Tanveer, Y., Akram, U., & Akram, Z. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202-222. https://doi.org/10.1108/APJML-04-2018-0150
Torres-Ruiz, F.J., Vega-Zamora, M., & Parras-Rosa, M. (2018). False barriers in the purchase of organic foods. The case of extra virgin olive oil in Spain. Sustainability, 10(2), 1-14. https://doi.org/10.3390/su10020461.
Vehapi, S., & Mitić, S. (2023). Svest i znanje potrošača generacije Z o organskoj hrani u Srbiji. Marketing, 54(2), 83-93. https://doi.org/ 10.5937/mkng2302083V
Vittersø, G., & Tangeland, T. (2015). The role of consumers in transitions towards sustainable food consumption. The case of organic food in Norway. Journal of Cleaner Production, 92, 91-99. https://doi.org/10.1016/j.jclepro.2014.12.055
Von Meyer-Höfer, M., Olea-Jaik, E., Padilla-Bravo, C.A., & Spiller, A. (2015). Mature and emerging organic markets: Modelling consumer attitude and behaviour with partial least square approach. Journal of Food Products Marketing, 21, 626-653. https://doi.org/10.1080/10454446.2014.949971
Vukasovič, T. (2016). Consumers' perceptions and behaviors regarding organic fruits and vegetables: Marketing trends for organic food in the twenty-first century. Journal of International Food and Agribusiness Marketing, 28(1), 59-73. https://doi.org/10.1080/08974438.2015.1006974.
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge. Sustainability, 11(1), 209. https://doi.org/10.3390/su11010209
Wijaya, T., Utama, A., Mustikasaria, A., Sholikhah, Z., & Sinnappan, P. (2021). Motives and barriers of organic food consumption behaviour: a comparative study between Indonesia and Malaysia. International Journal of Green Economics, 16(1), 1-17. https://doi.org/10.1504/IJGE.2022.125555
Wojciechowska-Solis, J., & Soroka, A. (2017). Motives and barriers of organic food demand among polish consumers: A profile of the purchasers. British Food Journal, 119(9), 2040-2048. https://doi.org/10.1108/BFJ-09-2016-0439.
Yodkhum, S., Yodkhum, S.H., & Sampattagul, S. (2017). Life cycle GHG evaluation of organic rice production in northern Thailand. Journal of Environmental Management, 196, 217-223. https://doi.org/10.1016/j.jenvman.2017.03.004
Zander, K., Padel, S., & Zanoli, R. (2015). EU organic logo and its perception by consumers. British Food Journal, 117(5), 1506-1526. https://doi.org/10.1108/BFJ-08-2014-0298
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2025/10/14
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