o:28449 Percepcija oznaka i proizvoda organskog porekla na srpskom tržištu Consumers' perception of organic food products and organic labels in Serbia sr Apstrakt: Važnost tržišta organskih proizvoda stalno raste, ali njihova prepoznatljivost na domaćem tržištu još uvek nije dovoljno ispitanja. U cilju odgovora na ovo pitanje, sprovedeno je etnografsko istraživanje u periodu od 12 meseci u okviru 6 domaćinstava na 3 lokacije u Srbiji. Učesnici u uzorku bila su višečlana domaćinstva, koja su varirala po starosnoj, polnoj, geografskoj i socio- ekonomskoj strukturi. Kvalitativna analiza je pokazala da je organska oznaka jedna od najčešće spominjanih reči u kontek- stu oznaka hrane, kao i da se najčešće povezuje sa mlečnim, voćnim i mesnim proizvodima. Ispitanici su pokazali i visok stepen poverenja u organske oznake, što je analizirano korišćenjem NVivo softvera. U radu se diskutuje značaj postojanja svesti kod potrošača o označavanju organskih proizvoda i pozitivnih stavova prema oznakama, kao i spremnosti da čitaju, veruju oznakama i plate višu cenu u odnosu na konvencionalne prehrambe- ne proizvode i daju preporuke korisne za menadžere marketinških komunikacija, kao i dalja istraživanja. Abstract: The relevance of the market of the organic products is constantly on the rise, however, consumers' awareness on this matter is still understudied. Aiming to bridge this gap, we conducted ethnographic research within 6 households in three different locations in a period of 12 months. The sample units have been selected as multi-person households in accordance with previously set criteria, including age, gender, geographic and socio-economic characteristics. Qualitative analysis as well as quantitative content analysis using NVivo software package have shown that organic has been among the most frequently mentioned words in the context of food labels, and it has been mostly taken into consideration when speaking about diary, fruit and meat products. The informants have shown high level of trust in organic labels. In line with that, we further discuss the importance of customer awareness with regard to labeling organic food products as well as positive attitudes toward labels in general, their readiness to read the labels, trust in labels and pay a higher prices when comparing with the conventional food products. Finally, we provide managerial implication of our findings and recommendations for further research. Project: Strength2Food - Strengthening European Food Chain Sustainability by Quality and Procurement Policy (EU-H2020 - 678024) Ključne reči: organski proizvodi, ozna- ka, etnografsko istraživanje, percepcija i stavovi potrošača, marketinške komuni- kacije Keywords: organic products; label; ethnographic research; consumers' perception and attitudes; marketing communications 1552099 10.5937/markt2101023F 1552101 0354-3471 2023-03-29T10:15:52.768Z 44 no 46 Jelena Filipović Univerzitet u Beogradu Ekonomski fakultet 2612583 0000-0003-4232-1948 Saša Veljković Univerzitet u Beogradu Ekonomski fakultet person 12850535 0000-0002-6388-7118 Galjina Ognjanov Univerzitet u Beogradu Ekonomski fakultet person 12880999 0000-0002-4102-1567 application/pdf 303629 https://phaidrabg.bg.ac.rs/o:28449 no yes 21 70 92000001 11A03 Marketing 52 1 22 31 2021