Title Čimbenici utjecaja na kupnju maslinovog ulja
Title (english) Factors affecting the purchase of olive oil
Author Karlo Lazar
Mentor Linda Martić Kuran (mentor)
Mentor Mladenka Šarolić (komentor)
Committee member Sanja Jurić (predsjednik povjerenstva)
Committee member Linda Martić Kuran (član povjerenstva)
Committee member Mladenka Šarolić (član povjerenstva)
Granter Marko Marulic Polytechnic of Knin (Commercial Business with Entrepreneurship) Knin
Defense date and country 2021-07-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Trade and Tourism
Abstract Tijekom posljednjeg desetljeća potrošnja maslinovog ulja doživjela je veliki procvat u Europi i svijetu općenito, i to ne samo u zemljama proizvođačima, već i među onima koje to nisu. Takav rast posljedica je integracije kulturnog fenomena uspostavljenog među glavnim zemljama proizvođačima maslinovog ulja (Španjolska, Italija i Grčka), zahvaljujući najviše mediteranskoj prehrani - konceptu prehrane koji pruža važne zdravstvene dobrobiti i u kojem je maslinovo ulje jedan od glavnih čimbenika. Mediteranska prehrana proglašena je od strane UNESCO-a „nematerijalnom kulturnom baštinom čovječanstva“, što doprinosi promociji mediteranske prehrane, a ujedno i maslinovom ulju. Pretpostavka je da se istraživanjem preferencija potrošača može povećati potrošnja maslinovog ulja, posebno u zemljama u kojima maslinovo ulje nije uobičajeno u potrošnji. Stoga će se u radu napraviti pregled čimbenika koji utječu na donošenje odluke potrošača prilikom kupnje maslinovog ulja, a koji su proizašli iz pregleda literature. U tu svrhu provedeno je i preliminarno istraživanje putem dvije fokus grupe na uzorku od 7 ispitanika. Izbor fokus grupe kao metode dobivanja empirijskih podataka omogućilo je bolje razumijevanje stavova ispitanika proučavane tematike. Također, preliminarno istraživanje imalo je za cilj istražiti kako određeni čimbenici mogu utjecati ne samo na namjeru ponašanja/kupnje, već i percepciju kvalitete maslinovog ulja. Prema pregledu dostupne literature te fokus grupe, najznačajniji čimbenici koji će se razmotriti u ovom radu su: oznake zemljopisnog podrijetla i oznake izvornosti, oznake ekološke proizvodnje, zdravstveni aspekt, senzorska svojstva, te pakiranje i cijena maslinovog ulja.
Abstract (english) Over the last decade, the consumption of olive oil has experienced a great boom in Europe and the world in general, not only in the producing countries, but also among those that are not. Such growth is due to the integration of a cultural phenomenon established among the major olive oil-producing countries (Spain, Italy, and Greece), thanks mostly to the Mediterranean diet - a concept of nutrition that provides important health benefits and in which olive oil is one of the main factors. The Mediterranean diet has been declared by UNESCO as an "intangible cultural heritage of mankind", which contributes to the promotion of the Mediterranean diet, as well as olive oil. The assumption is that research into consumer preferences can increase olive oil consumption, especially in countries where olive oil is not common in consumption. Therefore, the paper will review the factors that influence consumer decision-making when buying olive oil, which arose from a review of the literature. For this purpose, a preliminary survey was conducted through two focus groups on a sample of 7 respondents. The choice of the focus group as a method of obtaining empirical data enabled a better understanding of the attitudes of the respondents to the studied topic. Also, the preliminary research aimed to investigate how certain factors can affect not only the intention to behave/buy but also the perception of the quality of olive oil. According to the review of available literature and focus groups, the most important factors that will be considered in this paper are: geographical indications and designations of origin, organic production labels, health aspects, sensory properties, and packaging and price of olive oil.
Keywords
maslinovo ulje
ZOI
ZOZP
potrošači
mediteranska prehrana
ekološki proizvod
Keywords (english)
olive oil
PDO
PGI
consumers
Mediterranean diet
organic product
Language croatian
URN:NBN urn:nbn:hr:121:087469
Study programme Title: Commercial business with Enterpreneurship Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2021-08-10 13:20:04