Consumer Perception of Food Fraud in Serbia and Montenegro

The main objective of this study was to investigate how food fraud is perceived among consumers in Serbia and Montenegro. A total of 1264 consumers from the two countries participated in an online survey during the second half of 2022, using Google forms . In the Serbian population, older or highly...

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Bibliographic Details
Published in:Foods 2023-12, Vol.13 (1), p.53
Main Authors: Djekic, Ilija, Smigic, Nada
Format: Article
Language:English
Subjects:
Bibliometrics
Cluster analysis
consumer awareness
Consumer behavior
consumer trust
Consumers
Data mining
Dilution
Food chains
Food inspection
Food products
Food safety
Fraud
fraudulent activities
Health aspects
Health risks
Keywords
Knowledge
Likert scale
Marketing research
Olive oil
Perceptions
Questionnaires
Superstores
types of food fraud
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Summary:The main objective of this study was to investigate how food fraud is perceived among consumers in Serbia and Montenegro. A total of 1264 consumers from the two countries participated in an online survey during the second half of 2022, using Google forms . In the Serbian population, older or highly educated respondents are aware of different types of fraudulent activities such as substitution, mislabeling, concealment, and counterfeiting. Dilution is mostly recognized by women, the younger population, and students. Consumers believe that trust is the most important factor when purchasing food. The highest level of agreement regarding food fraud is that such activities may pose serious health risks to consumers, and that food inspection services are the most responsible actors in the food chain continuum. When it comes to purchasing food, open green markets are most trustworthy, followed by hypermarkets. Concerning the types of food, fish is most susceptible to fraud, followed by olive oil. This study builds upon existing knowledge of food consumers about food fraud in Europe.
ISSN:2304-8158
2304-8158
DOI:10.3390/foods13010053