Consumer purchasing motives and loyalty towards organic food

Organski uzgoj hrane predstavlja prihvatljiviju alternativu u odnosu na konvencionalni uzgoj. Upravo zato proizvodnja organske hrane bilježi rast na tržištu. U radu je nakon teorijskog pregleda prikazano provedeno istraživanje na uzorku od 155 ispitanika. Svrha ovog rada je analizirati motive kupnje organske hrane kod potrošača te njihovu lojalnost organskim prehrambenim proizvodima. Na temelju provedenog istraživanja utvrđeno je kako se organska hrana smatra zdravijom, te prihvatljivijom za okoliš, a cijena je najveća prepreka kupnji organskih proizvoda. Kroz istraživanje je također utvrđeno kako su potrošači skloni ponovljenoj kupnji i preferenciji proizvoda na trajnoj osnovi upravo zbog motiva kupnje, čime iskazuju svoju lojalnost kupnji organske hrane.Organic food farming is a more acceptable alternative to conventional farming. That is why organic food production is growing in the market. After the theoretical review, the thesis presents a survey conducted on a sample of 155 respondents. The purpose of this thesis is to analyze the consumer purchasing motives and their loyalty towards organic food products. Based on the research, it was determined that organic food is considered healthier and more environmentally friendly, and price is the main obstacle to buying organic products. The survey also found that consumers are prone to repeat purchases and product preferences on an lasting basis, precisely because of their buying motives, thus demonstrating their loyalty to organic food purchases