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Borislav Rajkovic

PhD Student


Agricultural Markets, Marketing and World Agricultural Trade (Agricultural Markets)

Research areas

Consumer behavior
Experimental economics
Economic effects of social media

Personal details

Borislav Rajkovic joined IAMO in May 2017 as a PhD student in the department Agricultural Markets. Since 2018 he has been taking part in the DAAD fellowship program “Research Grants - Doctoral Programs in Germany”. He studied agricultural economics at the Faculty of Agriculture at the University of Belgrade, Serbia, and obtained his MSc degree in 2016. In his master thesis he researched consumer preferences in the context of short food supply chains. His doctoral research deals with the effects of social media information exchange on consumer preferences in Serbia. The study acknowledges the role of consumer trust for the sake of diminishing the drawbacks of information asymmetry in the food market. The research uses structural equation modelling and discrete choice modelling in forms that allow for the inclusion of a complex factor of consumer trust.