Marina Tomić

What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews

Purpose – The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a different history and development in regards to traditional and/or regional food. Design/methodology/approach – A word association test and soft laddering interviews were used to elicit consumers’ perception and purchasing motives for traditional food. Additionally, the questionnaire contained socio-demographics and questions about shopping habits concerning traditional food. Semi-structured, individual, face-to-face interviews were performed with 31 Croatian and 28 Austrian respondents. Findings – The most frequent associations/definition in both countries refers to heritage (food of generations) and elaboration (traditional receipt). The meaning of traditional food is for both samples positive. Hierarchical value maps for both countries contain ladders standing for health or support of local farmers. Additionally, the Aus...

Buying Motives and Trust of Young Consumers for Functional Fermented Dairy Products: Evidence From Croatian Students

The goal of the present study was to determine consumption of functional fermented dairy products among Croatian students, their buying motives, and trust in functional characteristics of such products. Data were collected by means of an online survey with 300 university students in two major Croatian cities. Even though more than half of the respondents were not familiar with the term “functional food,” after it was explained, it turned out that the majority consumes functional fermented dairy products. The main reason for choosing such products is prevention of diseases, followed by positive impact of low-fat content on body weight. Respondents moderately trust in health effects and in producers’ labels regarding functional properties of functional fermented dairy products. Heavier consumers of fermented dairy products and those placing high importance on health effects of food they consume have more trust in functional properties of these products. Results of the study could be used as a base for better communication with young consumers regarding functional fermented dairy products.

What determines fresh fish consumption in Croatia

Although fresh fish is widely available, consumption still remains below the recommended intake levels among the majority of European consumers. The economic crisis affects consumer food behaviour, therefore fresh fish is perceived as healthy but expensive food product. The aim of this study was to determine the factors influencing fresh fish consumption using an expanded Theory of Planned Behaviour (Ajzen, 1991) as a theoretical framework. The survey was conducted on a heterogeneous sample of 1151 Croatian fresh fish consumers. The study investigated the relationship between attitudes, perceived behavioural control, subjective norm, moral obligation, involvement in health, availability, intention and consumption of fresh fish. Structural Equation Modeling by Partial Least Squares was used to analyse the collected data. The results indicated that attitudes are the strongest positive predictor of the intention to consume fresh fish. Other significant predictors of the intention to consume fresh fish were perceived behavioural control, subjective norm, health involvement and moral obligation. The intention to consume fresh fish showed a strong positive correlation with behaviour. This survey provides valuable information for food marketing professionals and for the food industry in general.

Effect of Normative and Affective Aspects on Willingness to Pay for Domestic Food Products—A Multiple Price List Experiment

ABSTRACT There is limited knowledge about which factors underlie consumers’ preferences for domestic food products. We used a non-hypothetical multiple-price list experiment to investigate the effect of affective (product-related emotions) and normative (consumer ethnocentrism and subjective norms) factors on consumer willingness to pay for domestic food products. A total of 166 Croatian consumers were given a choice between domestic and foreign food products with different price premiums for domestic food. The results indicate that consumers are willing to pay a premium for both low- and high-involvement domestic food products. Consumer willingness to pay for domestic products is influenced by ethnocentrism, product-related emotions, and sociodemographic variables, but not by social norms.

The Importance of Intrinsic and Extrinsic Sparkling Wine Characteristics and Behavior of Sparkling Wine Consumers in Croatia

ABSTRACT Sparkling wines accounted for 7.7% of the total wine consumption in 2011 in the world. Even though sparkling wine remains a long way behind still wine in total volume of production, world consumption of sparkling wine is expected to grow at a faster rate with an 8.5% increase by 2016. Although Croatia is a country with a high residual per capita consumption, the share of sparkling wine consumption compared with total wine consumption amounts only 1.3%. To collect data on Croatian sparkling wine consumers’ behavior and attitudes, we performed online research with 273 consumers. The research confirmed the low frequency of sparkling wine consumption. The most important characteristics of sparkling wines for Croatian consumers are their intrinsic characteristics (taste, smell) together with price:quality ratio, while visual appearance, expert reviews, or wine prizes are less important. Consumption of sparkling wines is generally associated with specific celebrations. Due to such perception of exclusive wine use, there is a need to break down this prejudice by better sparkling wine promotion through wine-tasting events, seminars, and gastronomy offers, especially for younger consumers.

WILD-CAUGHT VERSUS FARMED FISH – CONSUMER PERCEPTION

Abstract We have limited knowledge of determinants of consumer preferences for wild-caught versus farmed-raised fish, so this work aims to investigate the impact of sociodemographics, habits and frequency of fresh fish consumption, such as involvement in cooking, on the preferences for wild versus farmed fish. A survey was done on a sample of 1151 fish consumers in Croatia. Results showed that female, older consumers, consumers with higher income and those living in coastal parts of Croatia give higher preferences for wild fish and they detect differences between the taste of wild and farmed fish. Consumers with higher levels of habits of fresh fish consumption, who eat fresh fish often and are more involved in cooking, prefer wild-caught fish. These findings provide valuable information for the aquaculture sector, especially for planning marketing strategies for the promotion of farmed fish.

Croatian farmers awareness about environmental standards of the CAP 2014-2020.

When Croatia enters the European Union (EU) in the year 2013, Croatian agriculture will be faced with the new rules of the Common Agricultural Policy (CAP) for the period between 2014 and 2020, which aim to intensify environmental standards in agriculture. To determine how informed Croatian farmers are about the new environmental standards of the CAP, and how these environmental standards will affect their future work and business decisions, a survey was conducted on a sample of 112 Croatian farmers. The research results show that respondents believe that the adjustment of Croatian agriculture to the CAP will be demanding, as a consequence of a generally bad situation in the country, poor education of farmers and a large administrative burden imposed by the EU. Although the majority of the surveyed farmers intend to continue to engage in agriculture after accession to the EU, more than half of the respondents do not use measures which are mandatory as part of cross- compliance and which will be further extended as part of the “greening” measures in the following year. Therefore it is necessary to intensify farmers’ education and increase the use of set control measures at the national and local levels.The results are important for agricultural policy makers, as well as for numerous agencies and organizations responsible for informing farmers.