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Scientific paper - Preliminary note / Short communication
CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 30 (2017), 2; 441-455. urn:nbn:hr:145:300643
Petljak, Kristina; Štulec, Ivana; Renko, Sanda

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Petljak, K., Štulec, I. & Renko, S. (2017). CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 30. (2), 441-455. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:300643

Petljak, Kristina, et al. "CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 30, no. 2, 2017, pp. 441-455. https://urn.nsk.hr/urn:nbn:hr:145:300643

Petljak, Kristina, Ivana Štulec and Sanda Renko. "CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 30, no. 2 (2017): 441-455. https://urn.nsk.hr/urn:nbn:hr:145:300643

Petljak, K., Štulec, I. and Renko, S. (2017) 'CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 30(2), pp. 441-455. Available at: https://urn.nsk.hr/urn:nbn:hr:145:300643 (Accessed 09 November 2024)

Petljak K, Štulec I, Renko S. CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2017 December 29 [cited 2024 November 09];30(2):441-455. Available at: https://urn.nsk.hr/urn:nbn:hr:145:300643

K. Petljak, I. Štulec and S. Renko, "CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 30, no. 2, pp. 441-455, December 2017. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:300643. [Accessed: 09 November 2024]

Metadata
Title (english)CONSUMERS' WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA
AuthorKristina Petljak
AuthorIvana Štulec
AuthorSanda Renko
Author's institutionUniversity of Zagreb
Faculty of Economics and Business
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Taking into consideration growing concerns about conventional agricultural practices, food safety, human health, animal welfare and the environment, the main goal of this paper is to identify the predictors of consumers' willingness to buy organic food and to pay a premium price for it. The research was conducted on a representative sample of respondents in the Republic of Croatia, a growing organic food market, using a highly structured questionnaire. Research results indicate that respondents in Croatia perceive organic food as more expensive, healthier and tastier than conventional food; also, they believe that the origin of organic food is strictly controlled. The results of hierarchical regression analysis indicate that higher monthly household income predicts a greater willingness to pay (WTP) a higher price for organic food compared to conventional food. Also, perception of organic food as healthier and tastier than conventional food predicts a greater WTP a higher price for organic food compared to conventional products. It is expected that research results will be useful for food retailers in their market communication strategies towards further development and overall growth of the organic food market in Croatia. This research is one of its kind as it captures WTP a premium price for organic food and identifies the main factors influencing WTP a premium price for organic food on the growing Croatian market.
Keywords (english)
Languageenglish
Publication typeScientific paper - Preliminary note / Short communication
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 30, no. 2, pp. 441-455
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:300643
Publication2017-12-29
Document URLhttps://hrcak.srce.hr/191909
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2018-02-05 12:39:54