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The purpose of the paper is to determine the differences between demographic characteristics of consumers in relation to discouraging and motivating factors of consuming organic food products in Serbia. An empirical research was conducted in Serbia on a sample of 833 respondents, using e-questionnaire. T-test for independent samples was used. The results indicate that in relation to discouraging factors for consumption of organic food products there are differences in the demographic characteristics of consumers, exception is age. Also, in relation to motivation factors, differences exist in majority of consumers' demographic characteristics, except the level of education and place of residence. Practical application of the results enables adequately managed consumption of organic food products which directly affects the reduction of ecological, social, health and economic problems. On the other side, the theoretical application of the results enables the creation of a consumers' profile for organic food products.

Demographic characteristics of consumers in consumption of organic food products: Case study: Serbia