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Scientific paper - Original scientific paper
Conscious food choices – differences between perceived benefits and willingness to pay for different product types
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 34 (2021), 2; 371-384. https://doi.org/10.51680/ev.34.2.10
First Komen, Ivana; Grgurić Čop, Nina; Puškarić, Antonija

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First Komen, I., Grgurić Čop, N. & Puškarić, A. (2021). Conscious food choices – differences between perceived benefits and willingness to pay for different product types. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 34. (2), 371-384. doi: 10.51680/ev.34.2.10

First Komen, Ivana, et al. "Conscious food choices – differences between perceived benefits and willingness to pay for different product types." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 34, no. 2, 2021, pp. 371-384. https://doi.org/10.51680/ev.34.2.10

First Komen, Ivana, Nina Grgurić Čop and Antonija Puškarić. "Conscious food choices – differences between perceived benefits and willingness to pay for different product types." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 34, no. 2 (2021): 371-384. https://doi.org/10.51680/ev.34.2.10

First Komen, I., Grgurić Čop, N. and Puškarić, A. (2021) 'Conscious food choices – differences between perceived benefits and willingness to pay for different product types', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 34(2), pp. 371-384. doi: 10.51680/ev.34.2.10

First Komen I, Grgurić Čop N, Puškarić A. Conscious food choices – differences between perceived benefits and willingness to pay for different product types. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2021 [cited 2024 November 24];34(2):371-384. doi: 10.51680/ev.34.2.10

I. First Komen, N. Grgurić Čop and A. Puškarić, "Conscious food choices – differences between perceived benefits and willingness to pay for different product types", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 34, no. 2, pp. 371-384, 2021. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:192:968255. [Accessed: 24 November 2024]

Metadata
Title (english)Conscious food choices – differences between perceived benefits and willingness to pay for different product types
AuthorIvana First Komen
AuthorNina Grgurić Čop
AuthorAntonija Puškarić
Author's institutionUniversity of Rijeka
Faculty of Economics and Business
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Purpose: Consumers increasingly make conscious choices when it comes to food and choose healthy products that protect the natural environment and preserve traditional habits and communities. This study investigates the differences between perceived benefits and willingness to pay for products making different marketing claims yet all suggesting producers’ dedication to protect the health of consumers as well as natural and traditional resources. Methodology: First, focus groups were conducted to identify food marketing claims (i.e., product types) that are relevant to consumers and empirically validate the relevance of the perceived benefits identified in previous research. Second, questionnaires were distributed to consumers to analyse the differences in perceived benefits and willingness to pay between the identified product types. Results: The focus groups revealed that apart from natural and traditional products, handmade, homemade, and autochthonous products represent important marketing claims. They also proved that most benefits identified in literature resonate well with consumers of the studied cultural context. Results of the questionnaire show that emotional benefits are not perceived differently for different product types, functional benefits are perceived higher for natural and handmade products than for traditional ones, while convenience is perceived as higher only for handmade products. Willingness to pay is not different for different product types nor benefits. Conclusion: Since some product types are perceived as providing more benefits than others, small food producers should focus on marketing their products as handmade and natural, rather than traditional. Furthermore, marketing efforts should be directed towards identifying the right consumer segments as those inclined to the protection of traditional resources perceive higher benefits regardless of the product type.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 34, no. 2, pp. 371-384
p-ISSN0353-359X
e-ISSN1847-2206
DOIhttps://doi.org/10.51680/ev.34.2.10
URN:NBNurn:nbn:hr:192:968255
Publication2021
Document URLhttps://hrcak.srce.hr/270650
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-20 11:30:51