معرفی
Damir Kovačić is a Full Professor at the Department of Marketing and Innovation in Agribusiness, Faculty of Agriculture, University of Zagreb. He has held progressive academic positions since 1990, advancing from Young Researcher to Full Professor (current role since 2017). His office is located in Pavilon 5, Room 73, with consultations available on Mondays (10 AM–12 PM). He is fluent in Croatian and German.
Education:
- Ph.D. in Agriculture (1993–1994), University of Zagreb, Thesis: Direct Marketing of Milk in Croatia
- M.Sc. in Economy (1990–1993), University of Zagreb, Thesis: Egg Market in Croatia
- B.Sc. in Agriculture (1985–1989), University of Zagreb, Thesis: Analysis of Numerical Cattle Movement in Sisak District
Research Focus: Professor Kovačić investigates agricultural product marketing, consumer behavior, rural development, and direct sales systems. His work applies behavioral theories (e.g., Norm Activation Theory, Theory of Planned Behavior) to sustainable food consumption, market segmentation, and agro-product innovation.
Publications: His recent articles (2015–2024) cluster around consumer decision-making for sustainable foods (organic produce, omega-3 eggs, traditional cheeses), employing methodologies like discrete choice experiments and multidimensional scaling. Trends highlight Croatia’s agro-market evolution and cross-cultural consumer psychology.
Projects: He coordinates high-impact initiatives including:
- Boosting Excellence in Experimental Research for Agri-Food Economics and Management (Horizon 2020, 2020–2023)
- Consumer satisfaction studies on fresh meat/fruit (2016–2017)
- Socioeconomic drivers of organic farming in Croatia (2015)
Professional Service:
- Editorial Board Member, Agriculturae Conspectus Scientificus (2006–2011)
- Croatian Parliament Committee on Agriculture (2008–2011)
- President, Croatian Society of Agricultural Economists (2000–2002)
