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Važnost prehrane u samoj je srži postojanja ljudskog roda i to s različitih aspekata – od zdravstvenog aspekta, preko očuvanja blagostanja pojedinca pa sve do hedonističkog aspekta uživanja u hrani. Kako su izdaci za hranu jedan od najvećih pojedinačni izdataka kućanstva, prilikom planiranja prehrane pojedinca, prisutna je i snažna ekonomska komponenta koja je relevantna prilikom donošenja odluka o kupnji. Brojne su definicije funkcionalne hrane prisutne u znanstvenoj literaturi koje pokušavaju što preciznije odrediti njeno značenje – smatra se da hrana može biti okarakterizirana kao „funkcionalna“ ako uz svoje osnovne nutritivne vrijednosti pozitivno utječe na zdravlje pojedinca smanjujući rizik od razvoja pojedinih bolesti i djelujući na povećanje dobrobiti organizma. Tržište funkcionalnih prehrambenih proizvoda sve je razvijenije, a potrošači su danas skloniji promišljati o onome što jedu mnogo više nego u prošlosti, zato je i koncept funkcionalnih prehrambenih proizvoda s vremenom sve više privukao znanstvenike, proizvođače, ali i potrošače. Istraživanje funkcionalne hrane s aspekta ponašanja potrošača u Hrvatskoj relativno je oskudno. Prema nekim rezultatima istraživanja, hrvatski su potrošači nedovoljno educirani i informirani o pojmu funkcionalnih prehrambenih proizvoda te dobrobiti tih proizvoda za zdravlje. Upravo je ta činjenica bila poticaj za izradu ovog diplomskog rada i pokušaj pružanja dubljeg uvida u čimbenike ponašanja potrošača kada se govori o segmentu funkcionalne hrane. Istraživanje provedeno u sklopu ovog diplomskog rada oslanja se na teoriju planiranog ponašanja koja se smatra vrlo prikladnom u društvenim istraživanjima, a osobito je pogodna za analizu utjecaja različitih čimbenika na ponašanje potrošača. Osnovni je model koji podrazumijeva istraživanje utjecaja stavova, subjektivne norme i percipirane bihevioralne kontrole ispitanika na namjeru kupnje funkcionalnih proizvoda u ovom radu proširen segmentom brige o zdravlju. Empirijsko je istraživanje provedeno na prigodnom uzorku od 154 ispitanika i linearnom je regresijom utvrđen značajan utjecaj stavova, subjektivne norme te brige o zdravlju pojedinca na namjeru kupnje funkcionalne hrane. Prostor za buduća istraživanja očituje se u istraživanju utjecaja sociodemografskih karakteristika ispitanika na namjeru o kupnji funkcionalnih proizvoda, a sam rad osim znanstvene sadržava i praktičnu komponentu za sve dijelove zainteresirane javnosti koji implikacije ovog istraživanja smatraju relevantnima – od samih potrošača, preko medija pa sve do predstavnika prehrambene industrije. The importance of nutrition is at the very core of the existence of the human race, regarding multiple aspects - from the health aspect, through the preservation of the well-being of the individual to the hedonistic aspect of enjoying food. As food expenses are one of the largest individual household expenses, when planning an individual's diet, there is also a strong economic component that is relevant when making purchasing decisions. There are numerous definitions of functional food present in the scientific literature that try to determine its meaning as precisely as possible - it is considered that food can be characterized as "functional" if, in addition to its basic nutritional values, it positively affects the health of the individual, reducing the risk of developing certain diseases and increasing the well-being of the organism. The functional food market is increasingly developed, and consumers today tend to think about what they eat much more than in the past, which is why the concept of functional food products has increasingly attracted scientists, manufacturers, and consumers. Research on functional food from the aspect of consumer behavior in Croatia is relatively scarce. According to some research results, Croatian consumers are insufficiently educated and informed about the concept of functional food products and the health benefits of these products. This very fact was the main motivation for this thesis with a desire to provide a deeper insight into the factors of consumer behavior regarding the segment of functional food. The research carried out as part of this thesis is based on the theory of planned behavior, which is considered very suitable in social research, and particularly suitable for analyzing the influence of various factors on consumer behavior. The basic model, which includes the influence of attitudes, subjective norm and perceived behavioral control of respondents on the intention to purchase functional products, is expanded by the individual health concern segment. Empirical research was conducted on a convenient sample of 154 respondents and a significant influence of attitudes, subjective norms and concern for individual health on the intention to purchase functional food was determined by linear regression. The scope for future research is reflected in the research on the impact of the socio-demographic characteristics of respondents on the intention to purchase functional products, and the work itself, apart from the scientific one, also contains a practical component for all sections of the interested public who consider the implications of this research relevant - from the consumers themselves, through the media and representatives of the food industry. |
