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Attitudes Toward Green Food Purchase Among Students: Evidence From Eastern Croatia

Author

Listed:
  • Marina Jeger

    (Josip JurajStrossmayer University Faculty of Economics in Osijek)

  • Marija Ham

    (Josip JurajStrossmayer University Faculty of Economics in Osijek)

  • Vjekoslav Leko

    (Josip JurajStrossmayer University Faculty of Economics in Osijek)

Abstract

Every day consumers around the globe are making a shift toward healthier and more environmentally conscious lives, especially concerning their food preferences.Following this trend, many food producers focus their efforts on targeting prospective green food buyers in the best possible way. To do that, they need to have a deep understanding of the main factors that drive the decision to buy green food. Considering a high growth potential of Eastern Croatia in terms of production and distribution of green food products, this topic is of the utmost importance for all stakeholders interested in sustainable food industries. This is further emphasized by the fact that consuming locally grown and processed food is particularly important issue when green food is concerned. The main purpose of this study is to examine the relationship between personal attitudes and intentions to buy green food products. Personal attitudes are widely acknowledged as an influential factor in explaining the reasons for green food purchasing decision. This paper moves a step forward from previous research and investigates specific types of attitudes that facilitate green food purchases. The study is based on the outcomes of a questionnaire completed by a sample of 181 undergraduate and graduate students at the Faculty of Economics in Osijek. Results from regression analysis reveal significant positive relationship between green food purchase intention and personal attitudes related to health consciousness, environmental protection and green food origins. Finally, implications for policy makers, green food producers as well as companies and marketers engaged in the promotion and commercialization of green food products are discussed.

Suggested Citation

  • Marina Jeger & Marija Ham & Vjekoslav Leko, 2014. "Attitudes Toward Green Food Purchase Among Students: Evidence From Eastern Croatia," Economy of eastern Croatia yesterday, today, tommorow, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 3, pages 354-363.
    • Handle: RePEc:osi:eecytt:v:3:y:2014:p:354-363
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    References listed on IDEAS

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    2. Voon, Thomas Jan P. & Ngui, Kwang Sing & Agrawal, Anand, 2011. "Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-18, May.
    3. Gil, Jose Maria & Gracia, Azucena & Sanchez Garcia, Mercedes, 2000. "Market Segmentation And Willingness To Pay For Organic Products In Spain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(2), pages 1-20.
    4. Roitner-Schobesberger, Birgit & Darnhofer, Ika & Somsook, Suthichai & Vogl, Christian R., 2008. "Consumer perceptions of organic foods in Bangkok, Thailand," Food Policy, Elsevier, vol. 33(2), pages 112-121, April.
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