ABSTRACT

Internationalization processes affect the multiple increases in the supply of food and organic products in national markets, which reflects the increasing level of competition between imported products and products of national origin. Consequently, customers can choose from a very wide range of finished products for which they are not in a position to safely identify all aspects of quality and origin. The aim of the research is to identify obstacles and shortcomings of the existing supply of food and organic products on the market of AP Vojvodina, analyse the inclination of domestic customers to purchase products of national origin and determine customers’ trust in the concept of product labelling as a confirmation of quality and geographical origin. The empirical research includes the examination of attitudes of 486 end consumers in the AP Vojvodina market in relation to their expectations and habits in purchasing food and organic products. The result of the research confirmed that a future regional quality label should combine indicators such as standardized product quality, confirmed composition of raw materials, freshness, geographical origin, brand and availability. Such quality label statistically significantly determines the consumers’ choice when making a decision to buy food and organic products.