摘要：The purpose of the paper was to investigate the attitudes and perceptions of young people about the fast food restaurants in Serbia, with the special emphasis to the elements of corporate social responsibility (brand, nutritional values, ethical values and the quality of food), and to show the extent to which these products are represented in their daily diet. Data were collected from February to June 2019 between students of the University of Belgrade and Novi Sad, and between young people at high schools in Belgrade and Novi Sad (Serbia). A total sample consisted of 1145 young consumers. It was evident that the values and preferences of the target group of the leading fast food restaurants have changed, in the already developed market as well as in the developing ones, such as Serbia. The paper presents empirical results of using the services of fast food restaurants in Serbia by the younger population, as well as their perception of corporate social responsibility, with the special emphasis to the restaurants of McDonald's and KFC.
其他摘要：Cilj rada je ispitivanje stavova i percepcije mladih potrošača o restoranima brze hrane u Srbiji, sa posebnim osvrtom na elemente društveno odgovornog poslovanja (brend, nutritivne vrednosti, etičke vrednosti i kvalitet hrane) i da pokaže koliko su ovi proizvodi zastupljeni u njihovoj svakodnevnoj ishrani. Podaci su prikupljani od februara do juna 2019. godine među studentima Univerziteta u Beogradu i Novom Sadu, kao i među učenicima srednjih škola u Beogradu i Novom Sadu (Srbija). Ukupan uzorak činilo je 1145 mladih potrošača. Vrednosti i preferencije ciljne grupe vodećih restorana brze hrane su se promenile, kako na već razvijenom tržištu, tako i u zemljama u razvoju, kao što je Srbija. U radu su predstavljeni empirijski rezultati korišćenja usluga restorana brze hrane u Srbiji od strane mlađe populacije, kao i njihova percepcija društveno odgovornog poslovanja, sa posebnim naglaskom na restorane McDonald's i KFC.
关键词：corporate social responsibility;young consumers;attitudes and perceptions;eating habits;fast food;restaurants;Serbia
其他关键词：društveno odgovorno poslovanje;mladi potrošači;stavovi i percepcije;navike u ishrani;brza hrana;restorani;Srbija
