o:5522 Consumer Awareness of the Benefits of Whole Grain Products and Influence on Purchasing Habits en Abstract: The aim of the work was to determine how much consumers are aware of the benefits of whole grain products, and whether and how this awareness affects their buying habits. Primary data were collected through a survey questionnaire (non-random sample), then processed in Excel and presented graphically. The results show that the majority of respondents are aware of the benefits of whole grain products and that this awareness greatly influences their purchasing habits. In addition, consumers are influenced by lifestyle, product taste, health benefits, tasting, advertising, price and other people's opinion about the product, etc. Those who answered that they do not consume whole grain products cited the high price as the main reason. They have received information about the benefits of whole grain products from family, relatives, friends, acquaintances, Internet experts and colleagues, but they still lack information. Also, promotion largely creates consumer awareness. Price reduction, tasting, improved taste and promotion would contribute to greater realization of whole grain products. Creating educational campaigns about the benefits of whole grain products would encourage consumers to buy more of them, which would increase their production and have a positive impact on public health. Keywords: Whole Grains; Consumer Behavior and Buying Habits 1552099 10.23880/oajar-16000314 2024-10-01T09:47:51.347Z 44 yes 46 Radivoj Prodanović Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0002-7088-8506 Jovana Gardašević Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-3239-2083 Dragan Ivanišević person Adnan Jahić person Dragan Ilić Fakultet za ekonomiju i inženejrski menadžment u Novom Sadu person 0000-0002-3983-645X 2023 application/pdf 572828 https://unilib.phaidrabg.rs/o:5522 no yes 16 70 1552253 2023-09-19 Open Access Journal of Agricultural Research 8 3 1 8 2023