Farm Economy in Serbia – Distribution Channels of Sustainable Products

Abstract

Sustainable agricultural products are sophisticated because they are directly related to the health of end users and have a specific quality and yield. The market for these products is specific and determined by various factors. This paper analyses the placement of sustainable agricultural products on small farms in the Serbian economy through multiple sales channels. We organized a one-on-one meeting with 150 small and medium-sized farm owners and collected data through a questionnaire. We then created a model through the Analytical Hierarchy Process (AHP method) to evaluate the decision-making of small farmers about placing products on the market. The results showed that the quality of the products is crucial for small farmers, who need to distribute them through local shops, retail chains, and markets. In this way, we have opened space for future analyses that can include regression models and assess relationships between individual categories.