Lecturer Prof. Dr Tina Vukasović on a Research Visit at the University of Chicago

Between 31 March and 7 April 2026, research work took place at the University of Chicago in the USA as part of bilateral cooperation within the project “Changes in Consumer Purchasing Behaviour Patterns: Ecological Consumption and Green Marketing”. Our higher education lecturer and Full Professor of Marketing, Dr Tina Vukasović, took part in the business trip, carrying out the research in cooperation with international partners, including Saint Joseph’s University, Department of Food Marketing.

The research focused on the analysis of consumer awareness and behaviour in decisions to purchase ecological products. Particular emphasis was placed on key factors such as awareness of ecological products, attitudes towards nutrition, price perception and media consumption. The research is based on survey methodology and quantitative analysis, enabling the identification of links between purchasing decisions and economic, social, personal and environmental factors in the international context.

The added value of the research work lies in the inclusion of an international comparative analysis of ecological product markets, providing broader insight into global trends and strengthening opportunities for further project cooperation. The project makes an important contribution to the international recognition of DOBA University of Applied Sciences, strengthens its integration into the global research environment and opens new opportunities for strategic partnerships, knowledge exchange and the development of joint research projects.

The project is progressing in line with the planned timeline and thematic work packages. In the final phase, guidelines for more effective marketing of ecological products and better integration of sustainable practices into industry will be prepared. The research results will be presented in scientific articles and at international conferences, with scientific contributions already in preparation.

“The research enables us to better understand the factors that influence consumers’ decisions to purchase ecological products,” emphasises Prof. Dr Tina Vukasović.