Computer model for predicting organic food consumer behavior in Croatia

In last 15 years Croatian agriculture tries to follow European organic movement due to increasing demand for healthy food. Increasing demand for organic food is related to consumers’ concern regarding food safety and quality as well as health and nutritional aspect of food. Survey of consumer perceptions regarding organic food was analyzed previously in Eastern Croatia on sample of 124 examinees. The questionnaire included questions regarding consumer behavior (frequency and structure of organic food consumption), consumer attitudes concerning organic food price, purchase motives, reasons which indicate negative reactions on consumers, supply satisfaction and future intentions of consumers regarding organic food. Aim of paper was to create computer model for prediction potential organic food consumption in Eastern Croatia based on survey results. The results of organic food consumers’ behavior pattern was build into the computer model. Consumers’ behavior pattern was defined considering consumer’s gender, age, education, income, and residence place impact on present and possible purchase of organic food. The model enables prediction of changes in needs for organic food as a result of different gender, age and education inhabitants’ structure and as a consequence of detected consumers’ perception of theirs’ relation to organic food. Model could be also useful in choosing most efficient strategies in organic food marketing depending on target consumers’ segmentation groups.