20.500.12556/DKUM-97901 Odnos potrošnikov do lokalno pridelane in predelane hrane Consumer attitudes towards locally produced and processed food Trajnostna ozaveščenost, potreba po zanesljivi preskrbi v času kriz, povečana skrb za zdravje ter nezaupanje v globalne prehrambne sisteme so nekateri izmed razlogov za pripisovanje vedno večje pomembnosti kratkim prehrambno-oskrbovalnim verigam, del katerih sta tudi lokalna pridelava in predelava hrane. Izvedba nakupa lokalne hrane je poleg stališč pogojena še z zaznanimi motivi, ki nakup spodbujajo ali zavirajo. Odnos do lokalne hrane in vedenje v zvezi z njenim nakupom se razlikujeta glede na značilnosti potrošnikov kot tudi glede na značilnosti lokalnih izdelkov. V magistrskem delu, ki je sestavljeno iz teoretičnega in empiričnega dela, smo raziskovali vse omenjene koncepte. V teoretičnem delu smo najprej v okviru splošne teorije vedenja odjemalcev opisali stališča, motivacijo in proces nakupne odločitve. V nadaljevanju smo predstavili lokalno hrano in jo povezali s konceptom vedenja odjemalcev. Opisali smo tudi prepričanja odjemalcev lokalne hrane in profile v smislu demografskih, geografskih in psihografskih razlik med odjemalci. V zadnjem teoretičnem poglavju smo predstavili še lokalno hrano in vedenje v zvezi z njo na območju Slovenije. V empiričnem delu smo ugotavljali, kako se odnos respondentov iz koroške regije razlikuje glede na starost in kraj bivanja. Raziskali smo tudi pomembnost odločitvenih dejavnikov pri nakupu lokalne hrane ter pomembnost lokalne pridelave oziroma predelave pri različnih kategorijah izdelkov. Raziskavo smo izvedli z metodo spraševanja z anketnim vprašalnikom na priložnostnem vzorcu. Rezultati kažejo, da obstajajo statistično značilne razlike med respondenti v odnosu do lokalne hrane glede na starost, in sicer pri dimenziji stališča do lokalne hrane. Glede na kraj bivanja respondentov nismo ugotovili statistično značilnih razlik v nobeni izmed dimenzij odnosa. Analiza pomembnosti lokalne pridelave/predelave po posameznih kategorijah izdelkov je pokazala, da je odjemalcem bolj pomembno, da so lokalni meso in mesni izdelki ter jajca v primerjavi s sadjem in zelenjavo. Ko se odločajo za nakup lokalne hrane, sta odjemalcem med najpomembnejšima dejavnikoma svežina in kakovost. Sustainability awareness, the need for reliable supply during crises, increased health concerns and distrust in global food systems are some of the reasons for the growing importance of short food supply chains, which include local food production and processing. In addition to attitudes, the purchase of local food is also driven by perceived motives that either encourage or inhibit the purchase. Attitudes towards local food and related purchasing behaviour differ according to both consumer characteristics and the characteristics of local products. In this master's thesis, which consists of a theoretical and an empirical part, we have explored all these concepts. In the theoretical section, we described attitudes, motivation, and the decision-making process within the framework of general consumer behaviour theory. We introduced local food and related it to the concept of consumer behaviour. We also described local food consumers' beliefs and their profiles in terms of demographic, geographic, and psychographic differences. The final theoretical chapter presents local food and related consumer behaviour in Slovenia. In the empirical part we examined how the attitudes of respondents from the Koroška region differ according to age and place of residence. We also investigated the importance of decision-making factors in the purchase of local food, as well as the importance of local production or processing for various product categories. The study was conducted using a questionnaire survey on a convenience sample. The results indicate statistically significant differences among respondents based on age, particularly in how they perceive and evaluate local food. Regarding respondents' place of residence, no statistically significant differences were found in any of the attitude dimensions. An analysis of the importance of local production/processing by product category showed that consumers consider locally produced or processed meat and meat products and eggs, more important than fruits and vegetables. When deciding to purchase local food, consumers consider freshness and quality among the most important factors. odnos lokalna hrana pridelana živila predelana živila lokalnost. attitude local food produced food processed food locality. true true false T. Jeseničnik] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-04-23 19:32:05 2026-06-17 12:30:35 2026-06-18 03:25:28 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:641 281940227 MAG_Jesenicnik_Tadeja_2026.pdf MAG_Jesenicnik_Tadeja_2026.pdf 1 ECF2F98CEE874E31C5BDBF744EDA8FA7 62f0665e2a765dc0234912448897b7af184a076e837119c0a24d600da1a4ba4c 0248ded3-545c-11f1-b984-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=206271 Ekonomsko-poslovna fakulteta 0 0 0