“…(Kotler, Keller, 2016) Environmental protection, food safety, the use of modern clean technologies in food production, socially responsible and ethical behavior, fair trade, are today used as powerful marketing tools to communicate with consumers and a significant factor in the competitiveness of agricultural producers. For consumers, issues of food safety, production conditions and environmental impact play a more significant role in purchasing decisions (van der Vorst et al, 2005; Perčić & Spasić ,2021; Simić et al, 2021). These trends lead retailers to use product quality traits in their marketing and competition strategies, and food producers are urged to place greater emphasis on product quality traits (Bijman, 2002;Lakićević et al, 2022).…”