info:eu-repo/semantics/review Ključne reči: tržište organske hrane, Zapadni Balkan, potrošači organske hrane, zakonodavstvo o organskoj proizvodnji Keywords: organic food market, Western Balkans, organic food consumers, organic legislation Sažetak: Tržište organske hrane u zemljama Zapadnog Balkana je u ranoj fazi razvoja sa preovladavajućim simptomima još uvek nedovoljno razvijenog tržišta. U cilju identifikovanja ključnih determinant bržeg razvoja tržišta Zapadno-balkanskih zemalja, u radu su analizirani tržišni i političko-pravni faktori, pri čemu su tržišni faktori podeljeni u dve grupe: faktori na strani ponude i faktori na strani tražnje. Rezultati analize pokazuju da se pojedinačna tržišta u ovom regionu ipak nalaze u različitim stadijumima razvoja, od nerazvijenih tržišta sa niskom stopom rasta i malom zastupljenošću organske proizvodnje, do tržišta u nastajanju sa bržim tržišnim rastom i većim brojem proizvođača organske hrane. Uočenim razlikama u pogledu stadijuma tržišnog razvoja doprinosi i delovanje političko-pravnih faktora budući da je organska proizvodnja u potpunosti kontrolisana proizvodnja. Stoga je u nastavku rada prikazana komparativna analiza zemalja Zapadnog Balkana u pogledu zakonodavnog okvira, sistema finansijske podrške, kao i sistema kontrole, sertifikacije i obeležavanja organskih proizvoda. Prema rezultatima komparativne analize one zemlje koje su ranije uspostavile odgovarajući zakonodavni i institucionalni okvir doživljavaju brži rast lokalnog tržišta organske hrane. Pored identifikovanih razlika, pojedinačna tržišta u regionu Zapadnog Balkana imaju niz zajedničkih karakteristika, te su u zaključku date preporuke za razvoj efikasnih marketing strategija. Abstract: Organic food market in the Western Balkans is at an early stage of development with prevalent symptoms of a market that is still undeveloped enough. In order to identify the key determinants of a faster development of the West Balkans’ market, the paper deals with the analysis of the market factors on one hand and political and legal factors on the other. The market factors consist of two groups: the ones on the side of supply and the others on the side of demand. The analysis’ results show that individual markets in this region are found at different stages of development, from undeveloped markets with low growth rates and low organic production, to emerging markets with faster market growth and more organic food producers. The functioning of political and legal factors contributes to the noted differences regarding the stage of market development, since organic production is a completely controlled production. Thus, the paper shows comparative analysis of the Western Balkans regarding legislative framework, the financial support system as well as the system of control, certification and labeling of organic products. According to the results of the comparative analysis, those countries that have previously established the appropriate legislative and institutional framework, experience a faster growth of the local organic food market. In addition to the identified differences, individual markets in the Western Balkans region have a number of common characteristics, hence the recommendations for the development of efficient marketing strategies are given in the conclusion. http://creativecommons.org/licenses/by-sa/4.0/legalcode 2019 srp application/pdf 1258806 bytes Determinante razvoja tržišta organske hrane u zemljama Zapadnog Balkana Determinants of Organic Market Development in the Western Balkans Semir, Vehapi Marketing 50(1) https://phaidrabg.bg.ac.rs/o:29397 doi:10.5937/Markt1901043V ISSN: 0354-3471