CONSUMERS’ KNOWLEDGE OF PRODUCTS WITH GEOGRAPHICAL INDICATIONS IN SERBIA

Abstract

The main purpose of this study is to shed light on consumers’ knowledge of geographical indications in Serbia. We therefore present the results obtained from a consumer survey on a sample of 806 respondents in the territory of Serbia. Differences in consumers’ knowledge of geographical indications as well as in the self-perceived level of knowledge of GI food were tested according to several socio-demographic criteria. The results showed that there are significant statistical differences in gender, age, and level of education regarding consumer knowledge of GIs. In addition, the respondents indicated a low level of knowledge about the GIs, qualities, benefits, and method of production of these products, as well as the existence of an adequate control system. As consumers consider themselves insufficiently informed, this finding suggests that it is necessary to undertake actions that will contribute to the consumers’ education and information. Based on the obtained results, recommendations useful for marketing managers, decision-makers, agricultural producers as well as future research are given in the paper.