Intenca nakupa lokalno pridelane hrane

Autor: Špiler, Lana
Přispěvatelé: Podnar, Klement
Jazyk: slovinština
Rok vydání: 2022
Předmět:
Popis: Trend potrošnje lokalne hrane oziroma lokavorizem igra vedno bolj opazno vlogo na svetovnem prizorišču pridelave hrane in predstavlja točko stičišča, okoli katere se je pojavila večina opozicijskih in alternativnih diskurzov lokalnih sistemov hrane v zadnjih 30 letih. Tudi v Sloveniji smo potrošniki že skoraj na vsakem koraku soočeni s pojmom »lokalno«, kljub temu pa se je pomembno zavedati njegove skonstruirane narave in s tem odsotnosti njegove poenotene definicije. Ne glede na to, če upoštevamo politične ali kulturne meje in število kilometrov, ki jih hrana prepotuje do naših krožnikov, pa lokalna hrana pridobiva na priljubljenosti, saj velja za bolj zdravo, čisto in koristno, poleg tega pa je okolju manj škodljiva. Razlogi potrošnikov za nakup lokalnih proizvodov so tako različni in se gibljejo od tistih, povezanih z lastnim interesom, do bolj altruističnih. Želje in potrebe potrošnikov so pomemben člen v tržnih verigah, saj s svojim povpraševanjem narekujejo spremembe v procesu proizvodnje, od pakiranja do distribucije. Zato je pomembno poskusiti razumeti dejavnike, ki vplivajo na njihove nakupne odločitve. Namen te naloge je bil tako na podlagi aktualne literature izluščiti pomembne faktorje in nato preveriti njihov vpliv na intenco nakupa lokalne hrane pri nas. V empirični raziskavi smo na podlagi analize odgovorov anketirancev ugotovili, da na nakupno intenco vpliva faktor trajnosti in skrbi za okolje, vplivajo pa tudi intrinzične lastnosti hrane, medtem ko smo pri ekonomskem etnocentrizmu in skrbi za zdravje in varnosti hrane ugotovili povezavo v prid hipotezama, a rezultati niso statistično značilni in jih zato ne moremo posplošiti na celotno populacijo. The trend of local food consumption, also known as locavorism, plays an ever-growing and important role in global food production. As such it can be understood as a common point around which the majority of oppositional and alternative discourses of local food systems have appeared in the past 30 years. Since Slovenian consumers are faced daily with the idea of locally produced goods, it is important to be aware of its constructed nature and absence of its definition. Whether or not we take into account the political and cultural borders or the number of kilometres that the food travels before it reaches our plates, it is evident that the popularity of locally produced food is growing due to its perception as healthier, cleaner, more beneficial, and less environmentally damaging. Consumers choose locally produced food due to various reasons, ranging from those connected to personal interest to more altruistic ones. Because consumers dictate the changes in the production process – from packaging to distribution – their desires and needs are an important link in food marketing chains. This is why it is important to try to understand the factors that influence their purchasing decisions. The aim of this assignment is to identify relevant factors based on recent and relevant literature and then to test their influence on the intent of purchasing locally grown food products in Slovenia. Based on the poll responses received as part of the empirical analysis, I found that sustainability and concern for the environment are the two biggest factors in purchase intent, followed by intrinsic food characteristics. I also found a link between purchase intent and economic ethnocentrism, health management, and food safety, which supports our hypotheses, but because the data was statistically inconsequential, I could not generalise it across the general population.
Databáze: OpenAIRE
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