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EMAC 2021 Regional Conference

Do marketing communications of local food on the points of sale work? Insights from Serbia

Published: September 22, 2021


Jelena Filipovic, Faculty of Economics - University of Belgrade


local foods; promotion; attitudes


There is increasing consumer, retailer and policy interest in the sale of local foods; however, there is a little of evidence if promotional campaigns in shops provide sufficient results for the retailers. This study adopts exploratory approach and survey technique, including 172 of consumers. The results corroborate previous findings on this matter, discerning that elders and females hold more favorable attitudes to local foods. Opposite to other markets, households with lower income showed greater inclination towards buying of local foods, compared to better off respondents. The majority of shoppers in Maxi (retailer which has run pertinent campaign for several years) correlate image of this brand with local production, dissimilar to the perception of IDEA (which has not conducted any campaign of this sort).


This paper draws on research conducted as part of the Strength2Food project, which received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No. 678024.