Qualitative research of motives, barriers and stereotypes in fruit consumption in Serbia

The study presented in this paper makes a constituent part of another study dedicated to the development of food consumer science in the Western Balkans. The paper presents a part of the most relevant findings that the authors have obtained and analyzed from thirty in-depth interviews conducted with fruit consumers in Serbia. Main motives and barriers for consumption of fruit among urban and rural as well as male and female respondents are explored and elaborated. Additionally, existence of particular stereotypes of fruit consumers and non-consumers revealed through implemented projective technique is also discussed in this paper. The findings presented support general theoretical knowledge obtained from various food consumer studies previously conducted in more developed economies.

• 저널Marketing Science · 41(3) · 141–150
• 토픽Culinary Culture and Tourism · Food Science
• 저자Galjina Ognjanov, Žaklina Stojanović, Jelena Filipović