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Abstract
In this paper authors research consumer attitudes about the purchase and
consumption of organic food in the Republic of Serbia. The aim of this research is
to identify main factors that influence on demand for organic agricultural
products.Three quarters of respondents are not familiar with the law on organic
food.Requires a significant consumer education in this direction in order to better
inform and increase demand. The largest proportion of respondents (40%) have
confidence in domestic organic products, which is a good basis to increase supply
in the market. The largest number of interviewed persons buy organic agricultural
products at the markets (40%), it is observed declining importance of the
specialized shops, so-called "organic" food shops. Half of respondents believe that
organic agricultural products have a high price, which is a significant limiting
factor of increasing demand and consumption. Almost half of respondents are
willing to pay more to purchase organic products. Three quarters of respondents
consider that organic products are "healthy" nutrition, which also should represent
an additional motivation for the growth of their consumption. The results indicate
that consumer awareness of organic food is not yet developed and built. Also, the
market for organic food is still not sufficiently developed. It is necessary to extend
the range of products from organic agriculture and food industry, to have a
continuous supply and to develop appropriate marketing. With good information
and education of consumers consumption can be upgraded to a higher level.