Market and trade of organic fruits in Serbia

The aim of paper is to investigate the market and traffic flows of organic fruit, respectively factors that determine demand, customer attitudes and their motives for purchase. From methods that are applied, the key methods are questionnaire and interview, and statistical, graphical and logical methods are used. Organic fruits market has begun to be developed in recent years, there is a demand, but on a small scale. Sustainability and further development of organic fruit production is largely caused by demand. Employed woman, with good financial condition, with children, higher or high educated, ages between 30 and 50 years, with a place of residence in the city, buys organic fruits. Health safety, quality, production area and care for the environment are the most important motives for purchase of organic fruits. Certificate, recommendations, appearance and taste of product, curiosity and packaging have secondary importance. The key factors, because of which the customers do not buy organic fruits, are unavailability in sales channels, high price, lack of confidence in organic products and low incomes.