o:29278 Spremnost potrošača generacije Z da plate višu cenu za organsku hranu u Srbiji Willingness of Generation Z Consumers to Pay More for Organic Food in Serbia sr Sažetak: Iako mlađi potrošači imaju pozitivne stavove prema organskoj hrani, mali broj njih redovno kupuje ove proizvode. Jedan od razloga za to može biti značajno viša cena organskih prehrambenih proizvoda u poređenju sa cenom korespondirajućih konvencionalnih proizvoda. Stoga je cilj ovog rada proceniti u kojoj meri su potrošači generacije Z spremni da plate premijsku cenu za organsku hranu i identifikovati socio-demografske faktore koji utiču na njihovu spremnost plaćanja. Istraživanje je sprovedeno na uzorku od 213 studenata u Republici Srbiji, tržištu organske hrane u nastajanju, korišćenjem strukturiranog upitnika. Rezultati istraživanja pokazuju da bi više od 2/3 respondenata koji kupuju organsku hranu platilo od 1-40% više za organsku hranu u odnosu na cenu konvencionalno proizvedene hrane. Samo 8% respondenata nije spremno da plati više za organske prehrambene proizvode. Hi-kvadrat testom nezavisnosti ispitan je odnos između socio- demografskih karakteristika respondenata i njihove spremnosti da plate i tom prilikom je utvrđeno da manja domaćinstva (1-3 člana) kao i domaćinstva koja žive u većim gradovima pokazuju veću spremnost da plate premijsku cenu za organsku hranu. Informacije do kojih se došlo na osnovu sprovedenog istraživanja mogu pomoći proizvođačima i maloprodavcima organskih proizvoda u kreiranju efikasne strategije cena i strategije marketing komuniciranja. Abstract: Even though younger consumers have positive attitudes towards organic food, a very small number of them regularly purchase these products. One of the reasons for this could be the significantly higher price of organic food compared to the price of corresponding conventional products. Therefore, the aim of this paper is to evaluate the extent to which generation Z consumers are willing to pay premium price for organic food, and to identify the socio-demographic factors which impact their willingness to pay. The study was carried out on a sample of 213 students in the Republic of Serbia, an emerging organic food market, via a structured questionnaire. The results indicate that more than 2/3 of the respondents who purchase organic food would pay a premium price of between 1% and 40%. Only 8% of the respondents are not willing to pay more for organic food products. The Chi-squared test for independence was used to analyze the relationship between socio-demographic characteristics of the respondents and their willingness to pay; it was determined that smaller households (1-3 members), as well as households in bigger cities, show a greater willingness to pay premium price for organic food. The information which was obtained during the study could be used to assist producers and organic product retailers to create an effective pricing strategy and marketing communications strategy. Ključne reči: organska hrana, premijska cena, spremnost da se plati, generacija Z, Republika Srbija Keywords: organic food, premium price, willingness to pay, generation Z, Republic of Serbia 1552099 10.5937/mkng2104247V 1552101 0354-3471 2023-05-10T11:39:47.136Z 44 no 46 Vehapi Semir Državni univerzitet u Novom Pazaru 0000-0002-7503-6716; Zenaida Šabotić Državni univerzitet u Novom Pazaru person 0000-0002-1870-3885 application/pdf 496471 https://phaidrabg.bg.ac.rs/o:29278 no yes 21 70 92000001 20A01 Marketing 52 4 247 258 2021