In Serbia, consumer awareness of ecological and ethical standards is on the rise, and these factors are becoming increasingly important when making purchasing decisions, according to a survey conducted by the National Consumer Organization of Serbia (NOPS). The survey reveals that 60% of consumers consider the reduction of artificial additives and their replacement with natural ingredients to be significant.
The variety of food products in stores featuring different labels is expanding, with some indicating organic origin, others highlighting environmentally sustainable production methods that respect workers’ rights, or identifying the product as vegan. Serbian consumers are aligning with European standards, and certain certifications are becoming symbols of quality in the country. About 35% of shoppers in Serbia consider specific labels relevant, while a similar percentage holds the opposite view, believing that certifications are unimportant. The survey results indicate that the organic certification from the Ministry of Agriculture of the Republic of Serbia is considered relevant by the majority of consumers, with 38% of respondents recognizing its importance.
A global study from 2020 found that 80% of respondents take sustainable certifications into account, even when selecting brands in the textile industry. Additionally, research by the World Economic Forum revealed that 65% of consumers want to make more sustainable choices, but often lack clear and credible information to guide them. Data suggest that consumers prefer products with clear and transparent ecological labels, which enhances their trust and willingness to purchase them.
