PREDICTORS OF ATTITUDES TOWARD THE PURCHASE AND INTENTIONS TO PURCHASE ORGANIC MILK

Climate changes and ecological sustainability in agriculture and food production in Serbia, the region and Southeastern Europe : proceedings, (pp. 377-384)

AUTHOR(S) / АУТОР(И): Milivoje Ćosić1, Aleksandra Ivetić2, Miroljub Ivanović3

1University of Bijeljina, Faculty of Agriculture, Republic of Srpska; 2 Institute for the Application of Science in Agriculture, Belgrade, Serbia; 3Serbian Academy of Innovation Sciences, Belgrade, Serbia

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DOI: 10.46793/MAK2025.377C

ABSTRACT / САЖЕТАК:

Even though the consumption of organic milk in the world is significantly increasing, the behavior of consumers of organic milk in the Serbian population has not yet been examined. This cross-sectional study aimed to define the variables that contribute to the attitude towards organic milk and those that explain the variance of the intention to purchase organic milk. Statistically significant impact on the attitude towards the purchase of organic milk was shown by the predictors: a) the belief in organic milk, b) the dietary lifestyle of the respondents, c) the level of trust in the domestic eco symbol/trademark as well as in the symbol of the European Union, d) real knowledge, and e) the gender of the respondents. Significant and positive contributions to the intention to purchase organic milk were observed in independent variables: tendentious belief in organic milk, real knowledge, and attitude towards the purchase of organic milk. The findings of multiple regression analysis and analysis of variance (univariate ANOVA) provide implications for marketing and management practice, especially for the construction of communication-political strategy.

KEYWORDS / КЉУЧНЕ РЕЧИ:

Organic milk certificate, Domestic eco symbols, Objective knowledge, Gender

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