THE IMPACT OF ECONOMIC AND EDUCATIONAL STATUS ON ORGANIC FOOD PURCHASING: A FOCUS ON ONLINE CONSUMERS

<p>The aim of this research is to examine the impact of consumers economic and educational status on the frequency of organic food purchases through all available distribution channels, with focus on online channels. The research was conducted via online questionnaire and based on sample of 358 respondents from the territory of Republic of Srpska. The results showed that 86% of respondents buy or occasionally buy organic food, while 14% respond they never purchase organic food. Using Kruskal-Wallis test, a positive and statistically significant relation was identified between the level of education and the frequency of organic food purchases, regardless of the distribution channel, while household income did not show a significant relation. When online organic food purchases were analyzed specifically, neither the level of education or household income had a statistically significant impact, although a slight trend was observed for education level, which may be relevant for future research.</p>