Potrošniško dojemanje novosti
urbano kmetijstvo
Ključne besede:
novosti, trajnostno, izdelki, potrošniki, tržno urbano usmerjeno kmetijstvoPovzetek
Potrošnikovo dojemanje novosti je pomembno merilo uvajanja novih agroživilskih proizvodov, novih kmetijskih praks in tehnologij. Ena izmed inovativnih, trajnostnih in varnih novosti je urbano kmetijstvo, ki vključuje vrtičkarstvo, živinorejo, ribogojstvo, gozdno kmetijstvo in urbano čebelarstvo za pridelavo, obdelavo in distribucijo hrane v urbanih območjih. Dosedanje raziskave niso proučevale dojemanja tržno usmerjenega urbanega kmetijstva in varnosti živil, pridelanih v takšnem kmetijstvu. Zato je cilj študije ugotoviti odnos potrošnikov do tržno usmerjenega urbanega kmetijstva in varnosti živilskih proizvodov, pridelanih v tem sistemu, ter identificirati ideje ponovne rabe proizvodov urbanega kmetijstva. Izvedeni so bili poglobljeni intervjuji s 14 potrošniki iz večjih slovenskih mest. Rezultati kažejo, da so udeleženci pripravljeni sprejeti tržno usmerjeno urbano kmetijstvo na področju vrtnarstva in sadjarstva, manj pa na področju živinoreje. Udeleženci niso imeli prevladujočega pozitivnega odnosa do varnosti živil na slovenskem trgu na splošno, kar so pripisali slabemu sistemu nadzora nad pridelavo in prodajo živil. Cena in okus sta ključna elementa (ne)sprejemanja novih živil.
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