Serbian consumers’ willingness to buy food products produced without the use of pesticides

In order to investigate the motivation and willingness of the citizens of Serbia to buy food not treated with pesticides an anonymous Internet survey on a sample of 420 respondents was conducted. Multivariate linear regression method was used to determine the relation between the input elements (trust, risk perception and the perception of benefits) and output (motivation and willingness to buy food untreated with pesticides). The analysis showed that in Serbia there is great consumer interest in food products produced without the use of pesticides. The analysis also showed that the main motives for the purchase of food not treated with pesticides are the desire to maintain personal health and the environment. The consumers in Serbia react similarly to consumers in other countries in that concern for personal health to a larger extent, this means that egoistic motives are stronger than altruistic motives. It is concluded that the competent authorities and the chemical industry should undertake a series of measures and actions to strengthen the trust of citizens