Odnos potrošnikov do lokalno pridelane in predelane hrane

Jeseničnik, Tadeja

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Title:	Odnos potrošnikov do lokalno pridelane in predelane hrane
Authors:	ID Jeseničnik, Tadeja (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Jesenicnik_Tadeja_2026.pdf (2,78 MB) MD5: ECF2F98CEE874E31C5BDBF744EDA8FA7
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	odnos, lokalna hrana, pridelana živila, predelana živila, lokalnost.
Place of publishing:	Maribor
Publisher:	T. Jeseničnik]
Year of publishing:	2026
PID:	20.500.12556/DKUM-97901
UDC:	366.1:641
COBISS.SI-ID:	281940227
Publication date in DKUM:	17.06.2026
Views:	185
Downloads:	33
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	23.04.2026

Secondary language

Language:	English
Title:	Consumer attitudes towards locally produced and processed food
Abstract:	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.
Keywords:	attitude, local food, produced food, processed food, locality.

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