Food Consumer Science

Theories, Methods and Application to the Western Balkans

  • Dominique Barjolle
  • Matthew Gorton
  • Jasna Milošević Đorđević
  • Žaklina Stojanović

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Dominique Barjolle, Jure Pohar
    Pages 1-13
  3. Matthew Gorton, Dominique Barjolle
    Pages 15-26
  4. Žaklina Stojanović, Galjina Ognjanov, Igor Spiroski, Martine Zaouche-Laniau
    Pages 57-71
  5. Siet J. Sijtsema, Karin L. Zimmermann, Miljan Cvetković, Cristina Mora, Martine Zaouche-Laniau
    Pages 73-87
  6. Natasa Renko, Ružica Butigan, Sanda Renko, Ante Vuletić, Burkhard Schaer, Martine Zaouche-Laniau
    Pages 89-106
  7. Corinne Amblard, Elise Prugnard, Georges Giraud, Cristina Mora
    Pages 107-125
  8. Dominique Barjolle, Pascal Bernardoni, Jasna Milošević Đorđević, Goran Zivkov, Dragana Tar, Boban Mugoša
    Pages 127-136
  9. Back Matter
    Pages 137-144

About this book


This book explores the main methods, models, and approaches of food consumer science applied to six countries of the Western Balkans, illustrating each of these methods with concrete case studies. Research conducted between 2008 and 2011 in the course of the FOCUS-BALKANS project forms an excellent database for exploring recent changes and trends in food consumption.

Each chapter of Food Consumer Science: Theories, Methods and Application to the Western Balkans includes an introduction, an explanation of the methodology applied and illustrations with a case study. Coverage includes such topics as theories of food choice; segmenting consumers using cluster analysis; the emerging market for health claim products; the use of focus groups for assessing fruit perceptions; methods for analyzing consumer interest in organic and traditional foods and more.

A final chapter offers conclusions concerning the major evolving markets for health claim products, fruits, organic products and traditional food and presents findings on food choices of Western Balkan consumers. The book declares an urgent need for development of consumer rights and of public health policies, which must be supported by a Europe-wide network of scientists and public health officials.


Focus group discussions Food choice questionnaire Food consumer science Public health policies Western Balkan countries

Editors and affiliations

  • Dominique Barjolle
    • 1
  • Matthew Gorton
    • 2
  • Jasna Milošević Đorđević
    • 3
  • Žaklina Stojanović
    • 4
  1. 1.Department of Environmental SystemsInstitute for Environmental Decisions ETH ZürichZürichSwitzerland
  2. 2.Newcastle University Business SchoolNewcastle upon TyneUnited Kingdom
  3. 3.Ipsos Strategic MarketingBelgradeSerbia
  4. 4.Department of Economic PolicyUniversity of Belgrade Faculty of EconomicsBelgradeSerbia

Bibliographic information