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MODELING FRUIT AND VEGETABLE CONSUMPTION IN SERBIA

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dc.contributor.author Ubiparip Samek, Dragana
dc.contributor.author Pezo, Lato
dc.contributor.author Mastilović, Jasna
dc.contributor.author Kovač, Renata
dc.contributor.author Zoranović, Tihomir
dc.contributor.author Vlahović, Branislav
dc.date.accessioned 2023-07-12T10:50:03Z
dc.date.available 2023-07-12T10:50:03Z
dc.date.issued 2022-12
dc.identifier.citation Samek, D. U., Pezo, L., Mastilović, J., Kovač, R., Zoranović, T., & Vlahović, B. (2022). MODELLING FRUIT AND VEGETABLE CONSUMPTION IN SERBIA. Food and Feed Research, 49(2), 127-137. en_US
dc.identifier.issn 2217-5660
dc.identifier.uri http://oa.fins.uns.ac.rs/handle/123456789/187
dc.description.abstract Although regular intake of fruits and vegetables has an essential role in a healthydiet and well-being, a majority of consumers in Serbia have a suboptimal intake of these groceries. To understand the main determinants of this unsatisfactory situation,the study tested an extended model of the theory of planned behaviorintending to suggest necessary steps for improving fruits and vegetables daily intake. This theory, extended for the role of knowledge, was tested using structural equation modeling. Fit indices confirmed the utility of this extended model of the theory of planned behaviorin explaining consumers’ behavioras well as the mediating role of behavioral intentions. Serbia, as one of the central developing countries in the Balkans, was chosen to test the model with the possibility of applying it to other developing countries facing malnutrition. Data were collected in north Serbia, through an online survey (n=688). Despite consumers’ high awareness of fruits and vegetables' beneficial health effects, the influence of consumers’ knowledge only is not sufficient to trigger behavioral changes. Consumers’ intentions and behavior should be influenced indirectly, by changing their attitudes and subjective norms. All custom-made activities promoting a higher fruit and vegetable intake should consider the present findings to achieve a bigger effect on behavioral changes among consumers. en_US
dc.description.sponsorship This paper is a result of the research within the project Project III46001-Creating Wealth from the Wealth of Serbia, financed by the Ministry of Education, Science and Technological Development (Serbia) under the Agreement on the Implementation and Financing of Re-search of the Institute of Food Technology (No. 451-03-68/2022-14/ 200222). en_US
dc.language.iso en en_US
dc.publisher Institute of Food Technology in Novi Sad en_US
dc.relation info:eu-repo/grantAgreement/MESTD/inst-2020/200222/RS//
dc.rights openAccess
dc.subject consumer behavior en_US
dc.subject fruit consumption en_US
dc.subject structural equation modeling en_US
dc.subject theory of planned behavior en_US
dc.subject vegetable consumption en_US
dc.title MODELING FRUIT AND VEGETABLE CONSUMPTION IN SERBIA en_US
dc.type info:eu-repo/semantics/article
dc.identifier.scopus 2-s2.0-85153307348
dc.identifier.doi 10.5937/ffr49-38160


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