The influence of socio-demographic characteristics of tourists on their interest for organic food in Istria, Croatia

Due to the consumers concern about their health and the rise of their ecological consciousness, demand for organic food is generally increasing. According to this trend, there is an increase in the amount of agricultural land surface used for organic farming and market rise for organic products. The survey was conducted in 2008. Market development possibilities for organic farming in Istra had a focus on organic food consumption during their stay in Istra. This paper represents the analysis of the survey in six tourist places in Istra on a sample of 1300 tourists. We used a questionnaire as the research method. The purpose of this paper was to determine socio-demographic characteristics of tourists interested in organic food consumption and the influence on the mentioned interest. Our assumption was that there exists a certain tourist profile interested in consuming organic food. We confirmed through correlations their statistical importance.