Brand as a marketing tool for growth in organic sales: Evidence from Ukraine

2020 ◽  
Vol 19 (3) ◽  
pp. 297-316
Author(s):  
Iryna Koshkalda ◽  
Liudmyla Bezuhla ◽  
Olena Nihmatova ◽  
Tetiana Ilchenko
Keyword(s):  
Business Model ◽  
Consumer Behaviour ◽  
Consumer Awareness ◽  
Brand Association ◽  
Factors Influencing ◽  
Brand Development ◽  
Organic Products ◽  
Purchasing Behaviour ◽  
Marketing Tool

This article examines the role of a brand as a marketing tool for improving the sales of organic products. The study observes the features of the organic brand, namely consumer awareness, trust and brand communications, which influence the purchasing behaviour of consumers. Research shows the relevance of brand development for smallhold farmers’ association in the Ukrainian organic market. Preliminary data on brand-forming factors influencing consumer behaviour were collected by a survey of Ukrainian consumers. The results of the survey revealed a low level of awareness about organic products: 68 per cent of respondents were not familiar with its characteristics. The study presents the conceptual basis of the business model of brand association, and the conditions of its implementation by smallhold farmers who collectively sell an organic product. The authors argue that the implementation of this business model will improve smallhold farmers’ position in the Ukrainian organic market by building dynamic and systematic interactions with consumers.

scholarly journals Developing the Romanian Organic Market: A Producer’s Perspective

2019 ◽  
Vol 11 (2) ◽  
pp. 467 ◽  
Author(s):  
Iulia Popa ◽  
Dan-Cristian Dabija
Keyword(s):  
Financial Support ◽  
Consumer Behaviour ◽  
Healthy Lifestyle ◽  
Organic Food ◽  
Vegetarian Diet ◽  
Factors Influencing ◽  
Organic Products ◽  
Purchasing Behaviour ◽  
Main Factors ◽  
Relevant Factors

Romania’s organic market increasingly resembles its Western counterparts: a vegetarian diet, disease prevention through consumption of organic food produced according to specific standards, preferring quality over quantity—all relevant factors influencing purchasing behaviour. It is the task of consumerist organisations to educate consumers on the benefits of the above factors, a process influenced by social and cultural trends, experience, lifestyle, motivations and preferences. The market is attractive to domestic producers offering an increasing assortment of organic food types. This paper aims to highlight the most relevant features of the rapidly expanding Romanian organic market from the perspective of organic producers. To this effect, it reviews the literature dealing with the main factors influencing consumer behaviour and attitudes. The qualitative research among producers reveals strategic directions pursued in order to understand and adapt to market characteristics and dynamics. The results allow better understanding of organic consumers’ behaviour in the emerging markets and highlight strategies to increase market success. Healthy lifestyle, desire to protect the environment, product quality and attractive prices are all important factors determining consumption of organic products. Whilst aware of these factors, producers point to the lack of education for developing an organic mentality and identifying organic products, poor distribution of products and lack of financial support across the entire logistics chain.

scholarly journals Exploring the issue of environmental degradation in the era of mass consumerism and digital media as the solution

2021 ◽  
Author(s):  
Elspeth A. Poulson
Keyword(s):  
Digital Media ◽  
Mass Production ◽  
Consumer Behaviour ◽  
Environmental Costs ◽  
Fast Fashion ◽  
Consumer Capitalism ◽  
Production And Consumption ◽  
Environmentally Responsible ◽  
Purchasing Behaviour

As the price of clothing continues to globally decline, demand and consumption rise in tandem. This relationship between mass production and consumption has earned the title “fast fashion” as it values efficiency and inexpensive manufacturing methods and materials. The environmental costs however, of producing, consuming and ultimately discarding so much clothing is unparalleled. Although there is growing pressure on the industry to engage in more socially and environmentally-responsible practices, this pressure does not in any fundamental way contradict the logic of consumer capitalism. The following research project places the responsibility and agency of conscious consumer behaviour back into the hands of individuals in hopes of disrupting the cycle of mass production and consumption. Leveraging the power and influence of social media, this project reflects upon the current role of Instagram as a propagator of consumer culture and reimagines it as a catalyst for mindful purchasing behaviour among the female millennial demographic.

scholarly journals Analysing Green Purchasing Behaviour through Subjective Norms and Perceived Behaviour Control

2018 ◽  
Vol 5 (01) ◽  
Author(s):  
Vinay Chauhan ◽  
Rohit Bhagat
Keyword(s):  
Subjective Norms ◽  
Purchase Decision ◽  
Extensive Literature ◽  
Control Effect ◽  
Consumer Awareness ◽  
Positive Direction ◽  
Factors Influencing ◽  
Purchasing Behaviour ◽  
The Impact ◽  
Structured Questionnaire

The motive behind the research is to find and analyse the impact of subjective norms and perceived behaviour control on the purchasing pattern of consumers while selecting eco-friendly products. The increase in consumer awareness related to environment has led a complete change in his/her lifestyle. The consumer of today is well knowledgeable but there are also certain more factors which derive his attitude in a positive direction towards green purchases which will be studied through this piece of research. The purpose of the research is study the factors influencing eco-friendly behaviour of consumers. The study on basis of extensive literature review develops a structured questionnaire, which through SPSS shows that both subjective norms and perceived behaviour control effect positively while making a green purchase decision. The research provides a number of implications for the marketer which can be used in sustainable development of the society.

scholarly journals IMPLEMENTATION OF BRAND MANAGEMENT IN ENTERPRISE MANAGEMENT: UKRAINIAN REALITIES

2021 ◽  
Vol 5 (40) ◽  
pp. 546-555
Author(s):  
O. Vdovichena ◽  
A. Vdovichen ◽  
O. Losheniuk ◽  
I. Losheniuk ◽  
V. Chychun
Keyword(s):  
Management System ◽  
Brand Management ◽  
Methodological Approach ◽  
Jel Classification ◽  
Enterprise Management ◽  
Management Activity ◽  
Factors Influencing ◽  
Brand Development ◽  
Marketing Tool ◽  
The Impact

Abstract. The article analyzes the modern definitions of “brand management”. Critical analysis of existing definitions allowed to combine existing interpretations into approaches: brand management as a management system; brand management as a management activity; brand management as a marketing tool; brand management as an element (direction) of management. It is proposed to understand brand management as an element of the management system aimed at the formation, support and development of individual brands (corporate brand) of the enterprise in order to obtain competitive advantages. Reasonable interpretation differs from the existing ones by emphasizing the subordination of brand management to the management system of the enterprise and highlighting the tasks, object and purpose of brand management in modern Ukrainian realities. The views of scientists on the identification of factors influencing the effectiveness of the implementation of brand management in the management of the enterprise are systematized. The outlined factors are analyzed and supplemented. It is proposed to use the economic and mathematical method of Kendall to assess the factors influencing the effectiveness of brand management in the management of the enterprise, which allowed to place the influence of selected factors in importance: the presence of innovation, taking into account the impact of globalization, availability and use of all marketing elements; formed brand, taking into account the prospects of brand development in international markets; the appropriate level of brand identity, activity of brand managers; the presence of a brand manager assigned to each brand, consistency of brand management with marketing subsystems in the enterprise, taking into account territoria; cultural and economic factors at the enterprise. Taking into account the results of the study, a scientific and methodological approach to the effective implementation of brand management in the management of the enterprise taking into account the Ukrainian realities of modern enterprises is proposed and substantiated.  Keywords: brand, brand management, brand management, management system, brand management efficiency. JEL Classification: Formulas: 4; fig .: 1, tabl .: 5, bibl .: 15

scholarly journals interrelationship between the factors influencing retail selection behavior and FMCG market network

Economica ◽  
2020 ◽  
Vol 10 (2) ◽  
pp. 77-82
Author(s):  
Ibolya Rózsa Pénzes ◽  
Éva Pólya
Keyword(s):  
Decision Making ◽  
Influencing Factors ◽  
Distribution Systems ◽  
Consumer Behaviour ◽  
Network Development ◽  
Store Choice ◽  
Factors Influencing ◽  
Selection Behavior ◽  
The Relationship

From the consumer behaviour perspective the role of retail selection have a salient importance. Hence in the case of FMCG markets network development as a key area of store chains’ distribution systems is a substantial tool in competition for customers. In our paper we investigate the main network development influencing factors in the case of main store chains is Hungary. We also detail the relationship between the size and the change of store chains and the consumer store choice, possibilities, and the freedom-level of decision making

Does CSR affect consumer’s purchasing behaviour?

2017 ◽  
Author(s):  
Simon Lam
Keyword(s):  
Consumer Behaviour ◽  
Limited Information ◽  
Socially Responsible ◽  
Social Responsibilities ◽  
Ethical Consumerism ◽  
The Social ◽  
Socially Conscious Consumption ◽  
Purchasing Behaviour ◽  
Marketing Tool ◽  
Buying Behaviour

Research on socially conscious consumption or ethical consumerism goes back 40 years from Webster’s theory in 1975, but only recently gain popularity in consumer research and marketing practices. Consumers’ positive perception and attitudes for products deemed ethical or sustainable is expected to encourage firms to adopt CSR into their operations. There is evidence which indicates interest from companies in CSR is becoming a mainstream phenomenon and no longer preserved for niche market segments. Whether CSR companies are a common phenomenon, what do consumers really know about the social responsibilities of companies? How are their buying behaviour influenced by their limited information on companies’ CSR? Does consumers’ perception and attitude of CSR match with their purchasing behaviour? Despite countless research on the connection between CSR and consumer behaviour, it is still a relatively new concept. Increasing evidence reveal consumers are well aware that companies need to be more responsible towards society and the environment whilst seeking profits. Companies also use this to their benefit and see CSR as a marketing tool to help create competitive advantage. Major companies already realize that their socially responsible behaviour will have a direct impact on how consumers perceive them; whether this will affect actual purchase behaviour is debatable. This research paper seeks to investigate whether CSR affect consumers’ buying behaviour within the toy industry. It will go further to discover which CSR element is more important to consumers; for identifying CSR layers, economic, legal, ethical and philanthropic variables have been considered under Carroll's definition. Lastly the paper will research whether non-CSR element such as price and quality plays more of an important role than CSR.

Strategic Role of Consumer Moments of Truth

2017 ◽  
pp. 22-44
Author(s):  
Lukasz Lysik ◽  
Karol Lopacinski ◽  
Robert Kutera ◽  
Piotr Machura
Keyword(s):  
Consumer Behaviour ◽  
Social World ◽  
Complex Environment ◽  
Market Place ◽  
Factors Influencing ◽  
Strategic Role ◽  
Mobile Consumer ◽  
Moments Of Truth

Contemporary consumers obtained many possibilities to search for goods and they are very active in this field. Although specialists know that it's difficult to state how, where this process of search takes place. Multi-channel market place is a very complex environment where brand battle for the customer attention. This chapter helps to understand consumer behaviour and reveals many facts concerning mobile and social world of marketing. The authors present the idea of micromoments and their place in the mobile and social channel of communication with the market. Among definitions and examples explaining the idea of micromoments Authors also try to answer questions that can help to understand how micromoments should be handled. Main aim of this chapter is to present behaviour of a modern consumer and factors influencing his decisions as being a part of mobile consumer communities.

scholarly journals Exploring the issue of environmental degradation in the era of mass consumerism and digital media as the solution

2021 ◽  
Author(s):  
Elspeth A. Poulson
Keyword(s):  
Digital Media ◽  
Mass Production ◽  
Consumer Behaviour ◽  
Environmental Costs ◽  
Fast Fashion ◽  
Consumer Capitalism ◽  
Production And Consumption ◽  
Environmentally Responsible ◽  
Purchasing Behaviour

As the price of clothing continues to globally decline, demand and consumption rise in tandem. This relationship between mass production and consumption has earned the title “fast fashion” as it values efficiency and inexpensive manufacturing methods and materials. The environmental costs however, of producing, consuming and ultimately discarding so much clothing is unparalleled. Although there is growing pressure on the industry to engage in more socially and environmentally-responsible practices, this pressure does not in any fundamental way contradict the logic of consumer capitalism. The following research project places the responsibility and agency of conscious consumer behaviour back into the hands of individuals in hopes of disrupting the cycle of mass production and consumption. Leveraging the power and influence of social media, this project reflects upon the current role of Instagram as a propagator of consumer culture and reimagines it as a catalyst for mindful purchasing behaviour among the female millennial demographic.

scholarly journals Role of pro-environmental post-purchase behaviour in green consumer behaviour

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rajyalakshmi Nittala ◽  
Venkata Rajasekhar Moturu
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Environmental Concern ◽  
Questionnaire Data ◽  
Content Type ◽  
Factors Influencing ◽  
Responsible Behaviour ◽  
Post Purchase ◽  
Structured Questionnaire

Purpose The purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on pro-environmental purchase behaviour are abundant and but studies on environmental concern in use, evaluation and disposal are scarce. This paper aims to examine the pro-environmental factors influencing post-purchase behaviour and their impact on green consumer behaviour. Design/methodology/approach Data for this study was collected from the respondents with the help of a structured questionnaire. Data is analysed using factor analysis to examine the important factors influencing post-purchase variables and green consumer behaviour and the multiple regression to understand the contribution of post-purchase variables to green consumer behaviour. Findings Eco-conscious, risk and comfort in user behaviour, satisfaction and eco-appraisal in evaluation behaviour and eco-conscience, disposal challenges and eco-responsible in disposal behaviour are the vital factors. Eco-conscious and comfort in use, satisfaction in evaluation and eco-conscience, disposal challenges and eco-responsible behaviour in disposal are positively related to green consumer behaviour and risk in use and eco-appraisals in the evaluation are insignificant. Originality/value Considering the very limited studies on green post-purchase behaviour, this study provides insights into the pro-environmental post-purchase behaviour and its contribution to green consumer behaviour.

scholarly journals Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern

2020 ◽  
Vol 13 (12) ◽  
pp. 330
Author(s):  
Silvia Cachero-Martínez
Keyword(s):  
Consumer Behaviour ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Organic Foods ◽  
Health Crisis ◽  
Know How ◽  
Organic Products ◽  
The Relationship ◽  
Moderating Role

The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly aware of the risks of not caring for the planet. Before the pandemic, there was a perceived increase in collective environmental concern and sustainability, but COVID-19 has further accelerated this process and motivated more people to assume this responsibility. Thus, the health crisis could trigger the consumption of organic foods, which are foods produced through environmentally friendly agricultural methods and that have not been artificially altered. It is essential for retailers to know how these consumers of organic foods behave in order to try to modify their strategies. In this context, the objective of this research is to analyze the relationship between attitude, satisfaction, trust, purchase and word-of-mouth (WOM) intentions towards organic products. The results of a survey administered a survey to a sample of 195 consumers show that trust is influenced by satisfaction and attitude. In relation to the behavioural variables, satisfaction is the variable that has the greatest influence on purchase intentions and WOM intentions. In addition, a moderating effect of environmental concern is observed on the proposed relationships.

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