| Abstract | Provedena su mnoga istraživanja o gospodarskim, etičkim, ekološkim, sociogospodarskim, zdravstvenim i potrošačkim aspektima ekoloških prehrambenih proizvoda, ali
sve se više pojavljuju prehrambeni proizvodi proizvedeni po načelima biodinamičkog uzgoja,
kojeg možemo predstaviti i kao nadstandard ekološkom načinu proizvodnje. Kao i ekološki i
biodinamički uzgoj ima propisane standarde, metode i procese proizvodnje, prerade,
distribucije i označavanja te procese kontrole i certifikacije, samo što takve proizvode u
Hrvatskoj još uvijek potrošači ne prepoznaju u velikoj mjeri. Poticanje na održivu proizvodnju
(prehrambenih proizvoda, ali i ambalaže) zasigurno će imati presudnu ulogu u postizanju
ambicije Europskog zelenog sporazuma (eng. European Green Deal).
Predloženi doktorski rad na temelju dosadašnjih istraživanja i izvornog empirijskog
istraživanja bavi se izgradnjom modela standardizacije označavanja ambalaže biodinamičkih
proizvoda u Hrvatskoj. Predmet istraživanja odabran je jer ne postoji kvalitetan komunikacijski
proces proizvođač – mediji – potrošač koji bi zadovoljio svrhu karakterizacije i diversifikacije
specifičnih biodinamičkih proizvoda na tržištu Hrvatske. Istraživanja u ovom radu dokazala su
da postoji potreba i nužnost označavanja ambalaže biodinamičkih proizvoda u Hrvatskoj.
Od velikog je značaja, prije svega, identifikacija ključnih parametara za kreiranje i
oblikovanje originalne, inovativne, relevantne i autentične grafičke oznake na ambalaži
biodinamičkih proizvoda koja je u funkciji poboljšanja informacijsko-komunikacijskog modela
te stvaranja povjerenja između proizvođača i potrošača. Predloženi model definira optimalni
sustav korištenja i pozicioniranja oznake na ambalaži biodinamičkih proizvoda. Aplikacija
odabrane grafičke oznake ima cilj da zaštiti proizvođača i potrošača te regulaciju i ekonomsku
efikasnost na tržištu.
Model standardizacije označavanja ambalaže biodinamičkih proizvoda predstavlja i
dodatnu vrijednost proizvodu koja se očituje kroz jedinstvenost i relevantnost strogih
biodinamičkih standarda proizvodnje. |
| Abstract (english) | Many researches have been conducted on economic, ethical, ecological, socioeconomic, health and consumer aspects of organic food products, but more and more food
products are produced according to the principles of biodynamic cultivation, which can be
presented as a standard above ecological mode of production. Like organic, biodynamic
cultivation has prescribed standards, methods and processes of production, processing,
distribution and labelling, as well as control and certification procedures, but such products are
still not sufficiently recognized by consumers in Croatia. Promoting sustainable production
(packaging and food) will certainly play a key role in achieving the ambitions of the European
Green Agreement. The proposed doctoral thesis, based on previous research and original
empirical research, deals with the construction of a model for standardization of labelling of
packaging for biodynamic products in Croatia. The subject of the research was chosen because
there is no quality communication process producer - medium - consumer that would satisfy
the purpose of characterization and diversification of specific biodynamic products on the
Croatian market.
The research activities were conducted in three phases and yielded the following results.
In the first phase of the research work, it was concluded through after the analysis that there is
an awareness of respondents about the importance of choosing quality foods in their daily
consumption. It is also important and necessary to diversify such products on the market
through the labelling of packaging of organic and biodynamic products, and therefore
respondents are willing to pay a premium price for these products The results of this phase of
the research showed that the information that will be in the function of recognizing biodynamic
Croatian products on the market is extremely important to the respondents, which means
labelling their packaging.In the second phase of the research, about 50 of the most recognizable labels for
packaging of ecological and biodynamic products in the world were analysed. The
corresponding logos were analysed, as well as their graphic description, the name of the label,
the standard by which it is awarded, and information on who manages the label, at what level
the label is used (nationally, regionally, globally) and the corresponding websites that provide
more information. The results showed that the most common label for packaging of ecological
and biodynamic products is round and rectangular, green and white in most cases with the
applied text.
In the third phase of work, by the identification of key parameters, an original,
innovative, relevant and authentic graphic label for labelling the packaging of biodynamic
products was created and designed. The defined model of labelling standardization of
biodynamic products packaging will be proposed at the national level and will be in the function
of improving the information - communication model. The proposed model defines the optimal
system of use and positioning of the label on the packaging of biodynamic products. The
application of the selected graphic label for the purpose has the protection of producers and
consumers, as well as regulation and economic efficiency in the market.
Therefore, the original scientific contribution of the doctoral dissertation is manifested
in the construction of a model of standardization of package labelling of biodynamic products
through which the functional relationship between the key parameters of the label is identified.
The optimal system for the use of the label on the packaging of biodynamic products has been
defined, which represents an efficient information and communication tool between producers
and consumers. Visual positioning of the label on the packaging of biodynamic products has
also been standardized, which improves and enhances the quality of the communication
process. The proposed model is in the function of identifying these products, but also
contributes to their added value, which is reflected in the uniqueness and relevance of strict
biodynamic production standards. |
