In the ever-evolving landscape of agricultural marketing and consumer behavior, a recent study published in *Ekonomika Poljoprivrede* sheds light on how consumers perceive geographical indications, branding, and intellectual property in the agricultural sector. The research, led by Bojana Ostojić of the Faculty of Project Management in Belgrade, Serbia, offers critical insights that could reshape how producers and policymakers approach product differentiation and market positioning.
The study, conducted through an online questionnaire in September 2025, surveyed 214 respondents from Serbia. It explored how socio-demographic variables such as gender, age, education, place of residence, and frequency of agricultural product consumption influence consumer attitudes toward geographical indications, branding, and intellectual property protection. The findings reveal a generally low level of support for these concepts, with mean values consistently below 3 on a measurement scale.
One of the most striking findings is that the frequency of consumption significantly influences perceptions of branding. This suggests that regular consumers of agricultural products are more likely to value and recognize the importance of branding. “This indicates a potential opportunity for producers to strengthen their branding strategies by targeting frequent consumers,” Ostojić noted. “By doing so, they can build stronger connections with their customer base and enhance product loyalty.”
However, the study also found that education and place of residence do not significantly affect consumer attitudes toward geographical indications, branding, and intellectual property protection. This could imply that these factors are either not well understood or not highly valued by the general public, regardless of their background.
The commercial implications of these findings are substantial. For producers, the study underscores the need to invest in effective branding strategies that resonate with frequent consumers. By leveraging branding to highlight unique product attributes, producers can differentiate their offerings in a crowded market and potentially command premium prices.
Policymakers, on the other hand, may need to focus on educating consumers about the benefits of geographical indications and intellectual property protection. “Enhancing consumer awareness could lead to greater appreciation for traditional products and stronger support for intellectual property rights,” Ostojić explained. This, in turn, could foster sustainable rural development by protecting traditional products and supporting local economies.
The study also suggests that producers and policymakers should consider targeted marketing strategies that cater to different consumer segments. For instance, frequent consumers might respond well to campaigns that emphasize the quality and uniqueness of branded products. Meanwhile, occasional consumers might need more education on the value of geographical indications and intellectual property protection.
As the agricultural sector continues to evolve, the insights from this research could shape future developments in marketing and policy. By understanding consumer perceptions and behaviors, stakeholders can make informed decisions that drive growth and sustainability in the sector. The study, published in *Ekonomika Poljoprivrede* and led by Bojana Ostojić of the Faculty of Project Management in Belgrade, serves as a valuable resource for anyone looking to navigate the complex landscape of agricultural marketing and consumer behavior.