• Mirjana Kranjac, PhD University Novi Sad, Faculty of Technical Sciences
  • Jelena Vapa-Tankosic, PhD University Business Academy, Novi Sad
  • Milena Knežević, PhD University of Defence in Belgrade


The aim of this study is to prove that profle of organic food consumers is dependent on their socio-demographic characteristics as well as to shape universal organic food consumer profle. The survey included 398 consumers in Serbia. Results indicate existence of typical consumer’s profle. The fndings could be generalized proving that socio-demographic profles in a larger population are strictly related to the decision to utilize organic food. The study fnally contributes to the stakeholders in general, since the knowledge of the attributes can help all of them to play more active role in this supply chain. It should stimulate the personalized approach to the particular groups of consumers based on sociodemographic characteristics in order to intensify consumption of organic food and to create different marketing plans dependent on the particular countries or areas.


Download data is not yet available.


1. Baker, S., Thompson, K.E.., Engelken, J.E., Huntley, K. (2004): Mapping the values driving organic food choice: Germany vs the UK. European Journal of Marketing, Vol. 38, No. 8, pp. 995-1012.
2. DeVault, G. (2016): Consumer Profle: Defning the Ideal Customer. Available at: (accessed: 15 January 2017)
3. DG Agriculture and Rural Development, Unit Economic Analysis of EU Agriculture (2016): Facts and fgures on organic agriculture in the European Union. Available at:, European Union. (Accessed: January 2017)
4. Gracia, A, De Magistris, T. (2008):The demand for organic foods in the South of Italy: A discrete choice model. Food Policy, 33, pp. 386–396.
5. Hartman Group (2014): Organic & Natural 2014 report, available at: (accessed: 26 January 2016)
6. Heinye. K. (2016): European organic market grew to more than 26 billion euros in 2014, 26 January 2016)
7. Hoppe, A., Vieira, L., Barcellos, M. (2013): Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behavior. Rev. Econ. Sociol. Rural Vol. 51, No.1, pp. 123-134.
8. Hughner, R., McDonagh, P., Prothero, A., Shultz, C., Stanton, J. (2007): Who are organic food consumers?. A compilation and review why some people purchase organic food, Journal on Consumer Behaviour, Vol.6, No.2-3, pp.94-110.
9. Kulikovski, V., Agolli, M. (2010): Drivers of organic food consumption in Greece, School of Economics and Business Administration, Thessaloniki.
10. Loureiro, M.L., McCluskey, J.J., Mittelhammer, R.C. (2001): Assessing Consumer Preferences for Organic, Eco-labeled, and Regular Apples. Journal of Agricultural and Resource Economics, Vol. 26, No. 2, pp.404-416.
11. Marreirosi, C., Lucas, MR., Röhrich, K. (2010): Explaining organic food choice on the basis of socio-demographics. A study in Portugal and Germany, CEFAGE-UE Working Paper, 2010/3, Universidade de Évora, Portugal.
12. Millock, K., Hansen, L.G., Wier, M., Andersen, L.M. (2002): Willingness to pay for organic foods: a comparison between survey data and panel data from Denmark, Proceedings of the Conference on Consumer Demand for Organic Foods, Denmark, available at: (accessed 15 April 2017).
13. Mutlu, N. (2007): Consumer attitude and behavior towards organic food: Crosscultural study of Turkey and Germany, Master Thesis, University Hohenheim, Stuttgart.
14. Nicolae, I, Pelau, C. (2011): Consumer behavior on the fruits and vegetables market. Annals of Faculty of Economics, Vol. 1, No. 2, pp.749-754.
15. Novakovic-Rajacic, B. (2005): Ponašanje potrošača, Evropski univerzitet, Beograd.
16. Ozguven, N. (2012): Organic foods motivations factors for consumers. Procedia - Social and Behavioral Sciences 62, pp. 661–665.
17. Shepherd, R., Magnusson, M., Sjödén, P. (2005): Determinants of Consumer Behavior Related to Organic Foods, Ambio, Vol. 34, No. 4/5, pp. 352-359.
18. Simeunovic, T. (2016): Menadžerski aspekti međuzavisnosti zaštite životne sredine i budžeta, Oditor, Vol. 2, No. 1, pp. 25-30.
19. Solomon, M., Bamossy, G., Askegaard, S., and Hogg, M. (2006): Consumer Behaviour A European Perspective, Prentice Hall Europe, ISBN10: 0-273-68752-220. Stolz, H., Stolze, M., Janssen, M., Hamm, U. (2011): Preferences and determinants for organic, conventional and conventional-plus products—The case of occasional organic consumers. Food Quality Preference, Vol. 22, pp. 772–779.
21. Vapa-Tankosic, J., Stojsavljevic, M. (2014): EU Common Agricultural Policy and Pre-Accession Assistance Measures for Rural Development. Economics of Agriculture, Vol. 61, No. 1, pp. 195-2010, UDC: 005.51:631EU, ISSN 0352-3462
22. Vladisavljevic, V. (2016): Novi sistem udruživanja Corner Shop-ova u Srbiji, Oditor, Belgrade, Serbia, Vol. 2, No. 2, pp. 35-49.
23. What does organic mean? (2016): Available at: (accessed: February 2016)
24. Willer, H. E., Klicher, L. (2009): The world of organic agriculture: Statistics and emerging trends, Bonn: IFOAM & FiBL, p.24. Available at: (accessed: January 2016)
25. Zámková, M., Blaškov, V.(2013): The differences in the marketability of organic products in Greece and the Czech Republic, Agricultural Economics, Vol. 59, No. 5, pp. 219–226
26. Zanoli, R., Naspetti, S. (2002): Consumer motivations in the purchase of organic food. A means-end approach. British Food Journal, Vol. 104, No. 8, pp. 643-653, DO I 10.1108/000707002104259
27. Živělová, I. (2005): Current situation of demand for organic products in the Czech Republic. Agricultural economics, Vol. 51, No. 7, pp. 304–308
28. Zvěřinová, I., Urban, J., Šcasný, M. (2011): Why do Czech consumers purchase organic food?, 3th scientifc Conference New fndings in organic farming research and their possible use for Central and Eastern Europe, Prague.
How to Cite
KRANJAC, Mirjana; VAPA-TANKOSIC, Jelena; KNEŽEVIĆ, Milena. PROFILE OF ORGANIC FOOD CONSUMERS. Economics of Agriculture, [S.l.], v. 64, n. 2, p. 497-514, june 2017. ISSN 2334-8453. Available at: <>. Date accessed: 24 oct. 2020. doi:
Original scientific papers