RESEARCH ON ORGANIC FOOD PURCHASE IN CROATIA

This paper presents research findings based on the research conducted on a representative sample of respondents using a highly structured questionnaire. The first part of the paper focuses on the theoretical background and overview of the research results related to the research problem in the world and in Croatia. The results of the research which has been conducted indicate that respondents are not familiar with the definition of organic food. Furthermore, the paper elaborates on the Croatian consumers' perception of organic food and conventional food. The research on organic food purchase places a special emphasis on regular buyers of organic food who were asked to evaluate the importance of individual characteristics in choosing a place of sale for organic food. Based on the hierarchical regression analysis, the frequency of organic food purchases by regular buyers was found to correlate with the perception of organic food and the importance of characteristics of a place of sale for organic food. The research also identified the main reasons for not buying organic food, and it sets out the guidelines which may be useful to organic producers, marketers and retailers in encouraging further purchases of organic food.