| Sažetak | Važnost prehrane u samoj je srži postojanja ljudskog roda i to s različitih aspekata – od
zdravstvenog aspekta, preko očuvanja blagostanja pojedinca pa sve do hedonističkog aspekta
uživanja u hrani. Kako su izdaci za hranu jedan od najvećih pojedinačni izdataka kućanstva,
prilikom planiranja prehrane pojedinca, prisutna je i snažna ekonomska komponenta koja je
relevantna prilikom donošenja odluka o kupnji. Brojne su definicije funkcionalne hrane
prisutne u znanstvenoj literaturi koje pokušavaju što preciznije odrediti njeno značenje – smatra
se da hrana može biti okarakterizirana kao „funkcionalna“ ako uz svoje osnovne nutritivne
vrijednosti pozitivno utječe na zdravlje pojedinca smanjujući rizik od razvoja pojedinih bolesti
i djelujući na povećanje dobrobiti organizma. Tržište funkcionalnih prehrambenih proizvoda
sve je razvijenije, a potrošači su danas skloniji promišljati o onome što jedu mnogo više nego
u prošlosti, zato je i koncept funkcionalnih prehrambenih proizvoda s vremenom sve više
privukao znanstvenike, proizvođače, ali i potrošače. Istraživanje funkcionalne hrane s aspekta
ponašanja potrošača u Hrvatskoj relativno je oskudno. Prema nekim rezultatima istraživanja,
hrvatski su potrošači nedovoljno educirani i informirani o pojmu funkcionalnih prehrambenih
proizvoda te dobrobiti tih proizvoda za zdravlje. Upravo je ta činjenica bila poticaj za izradu
ovog diplomskog rada i pokušaj pružanja dubljeg uvida u čimbenike ponašanja potrošača kada
se govori o segmentu funkcionalne hrane. Istraživanje provedeno u sklopu ovog diplomskog
rada oslanja se na teoriju planiranog ponašanja koja se smatra vrlo prikladnom u društvenim
istraživanjima, a osobito je pogodna za analizu utjecaja različitih čimbenika na ponašanje
potrošača. Osnovni je model koji podrazumijeva istraživanje utjecaja stavova, subjektivne
norme i percipirane bihevioralne kontrole ispitanika na namjeru kupnje funkcionalnih
proizvoda u ovom radu proširen segmentom brige o zdravlju. Empirijsko je istraživanje
provedeno na prigodnom uzorku od 154 ispitanika i linearnom je regresijom utvrđen značajan
utjecaj stavova, subjektivne norme te brige o zdravlju pojedinca na namjeru kupnje
funkcionalne hrane. Prostor za buduća istraživanja očituje se u istraživanju utjecaja
sociodemografskih karakteristika ispitanika na namjeru o kupnji funkcionalnih proizvoda, a
sam rad osim znanstvene sadržava i praktičnu komponentu za sve dijelove zainteresirane
javnosti koji implikacije ovog istraživanja smatraju relevantnima – od samih potrošača, preko
medija pa sve do predstavnika prehrambene industrije. |
| Sažetak (engleski) | The importance of nutrition is at the very core of the existence of the human race, regarding
multiple aspects - from the health aspect, through the preservation of the well-being of the
individual to the hedonistic aspect of enjoying food. As food expenses are one of the largest
individual household expenses, when planning an individual's diet, there is also a strong
economic component that is relevant when making purchasing decisions. There are numerous
definitions of functional food present in the scientific literature that try to determine its meaning
as precisely as possible - it is considered that food can be characterized as "functional" if, in
addition to its basic nutritional values, it positively affects the health of the individual, reducing
the risk of developing certain diseases and increasing the well-being of the organism. The
functional food market is increasingly developed, and consumers today tend to think about
what they eat much more than in the past, which is why the concept of functional food products
has increasingly attracted scientists, manufacturers, and consumers. Research on functional
food from the aspect of consumer behavior in Croatia is relatively scarce. According to some
research results, Croatian consumers are insufficiently educated and informed about the
concept of functional food products and the health benefits of these products. This very fact
was the main motivation for this thesis with a desire to provide a deeper insight into the factors
of consumer behavior regarding the segment of functional food. The research carried out as
part of this thesis is based on the theory of planned behavior, which is considered very suitable
in social research, and particularly suitable for analyzing the influence of various factors on
consumer behavior. The basic model, which includes the influence of attitudes, subjective norm
and perceived behavioral control of respondents on the intention to purchase functional
products, is expanded by the individual health concern segment. Empirical research was
conducted on a convenient sample of 154 respondents and a significant influence of attitudes,
subjective norms and concern for individual health on the intention to purchase functional food
was determined by linear regression. The scope for future research is reflected in the research
on the impact of the socio-demographic characteristics of respondents on the intention to
purchase functional products, and the work itself, apart from the scientific one, also contains a
practical component for all sections of the interested public who consider the implications of
this research relevant - from the consumers themselves, through the media and representatives
of the food industry. |
