Consumer Perception of Purchasing Organic Foods: A Case Study of Online Consumer Behavior
The purpose of the paper is to determine the differences between demographic characteristics of consumers in relation to discouraging and motivating factors of consuming organic food products in Serbia. An empirical research was conducted in Serbia on a sample of respondents, using e-questionnaire. T-test for independent samples was used. The results indicate that in relation to discouraging factors for consumption of organic food products there are differences in the demographic characteristics of consumers, exception is age. Practical application of the results enables adequately managed consumption of organic food products which directly affects the reduction of ecological, social, health and economic problems.
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