CONSUMER BEHAVIOR RESEARCH OF ORGANIC FOOD MARKET IN UKRAINE

Purpose. The goal of the research is to characterize the profile and study the behavior of consumers on the market of organic products based on the results of marketing research. It is important to identify marketing tools that will stimulate demand for organic products. Design/methodology/approach. Achieving these goals will contribute to the use of general and special research methods, such as: abstract-logical, analysis and synthesis, comparative analysis and monograph, generalization - to formulate the theoretical and methodological foundations of the study, conclusions and prospects for further research; sample observation with the use of specially designed questionnaires - to form a sample of research and identify key characteristics and motives of consumer behavior in the market of organic products; analysis of time series, averages and relative values - to analyze the state and dynamics of the market of organic products; tabular and graphical - to visualize the results of the study. Findings. As a result of the study, the differences between the concepts of "environmentally eco products", "environmentally friendly products" and "organic products" were established, and the use of the latter term was substantiated. An analysis of the state and dynamics of the market of organic products was conducted to assess the prospects for its development and regulation. Problems of its formation in Ukraine are revealed, a group of marketing threats is singled out. The key characteristics of the consumer of organic products are studied and generalized portrait is given. According to the results of sample observation, the key motives for the behavior of existing and potential consumers of organic food market were identified. Marketing tools are offered to solve current problems of formation of the organic food market and to stimulate consumer demand. Practical implications. The market for organic products is actively developing around the world. Consumers are interested in a healthy lifestyle, care about their health and the environment, so choose food wisely. Therefore, organic products are interesting to consumers, who prefer expensive products if they are confident in its quality. Due to this, the market of organic products is being formed in Ukraine. Therefore, clarifying such issues as determining the theoretical basis, studying the prospects of the organic market, the portrait of the consumer and the motives of the behavior will help to intensify this process. Originality/value. Considering the global trends and possibilities of organic food market in Ukraine, the results of marketing research on the behavior of existing and potential consumers are very important and relevant to intensify this process. The expediency of application of the term "organic products" for formation theoretical and methodological preconditions of formation the organic food market in Ukraine is substantiated in the work; identified prospects and key threats to its development, and suggested directions to eliminate them; the portrait of the consumer of organic products is characterized and motives of its behavior are defined, offers concerning stimulation of this kind of demand are given.

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The research of consumers and their habits in the organic products market

Ekonomija teorija i praksa ◽

10.5937/etp2102101p ◽

2021 ◽

Vol 14 (2) ◽

pp. 101-118

Author(s):

Gordana Petrović ◽

Darjan Karabašević ◽

Gabrijela Popović ◽

Gordana Tomić ◽

Pavle Radanov

Keyword(s):

Consumer Behavior ◽

Organic Food ◽

Field Research ◽

Health It ◽

Insufficient Information ◽

Timely Manner ◽

Organic Products ◽

Main Motive ◽

Food Market ◽

Source Of Information

It is important for every consumer that the product he consumes is of good quality and safe for his health. An organic product for the consumer means quality and health. It is of crucial importance to look into the the organic food market, and based on that determine what the goals are and create a strategy to achieve the set goals. The organic market is the main source of information for organic food producers. Before organic products are being placed on the market, the target group of consumers to whom the marketing mix will be directed should be determined on the basis of information from the market. Various surrounding impulses affect consumer behavior, so it is necessary to continuously monitor all important factors, in order to meet consumer demands in a timely manner. Consumer behavior in the market is the result of the tendency of consumers to best meet their needs and desires. The goal of the research is why and how consumers buy and consume certain products, respectively, what are the motives for their purchase. The research was conducted in the period from September until December 2020. on the sample 250 respondents in the territory Republic Serbia. Field research was conducted through a questionnaire consisting of seven question and based on the answers received, the results were processed. The most important indicators of this research are that consumers are less likely to buy organic products due to the lower purchasing power of the population, but also insufficient information, and the main motive for buying is that organic products are healthy products.

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Green Consumption

Urban Agriculture and Food Systems ◽

10.4018/978-1-5225-8063-8.ch019 ◽

2019 ◽

pp. 376-395

Author(s):

Ozan Kaya ◽

Feridun Duman

Keyword(s):

Social Welfare ◽

Empirical Research ◽

Food Consumption ◽

Organic Food ◽

The State ◽

Green Marketing ◽

Green Consumption ◽

Green Consumers ◽

Food Market ◽

Organic Food Consumption

The main purpose of this chapter is to reveal the profile of organic food consumers and the factors that affect consumers' motivation for organic food consumption as being one of the most important aspects of green marketing and green consumption. Therefore, this study first dealt with green consumers and green consumption and then, organic food consumption and the state of organic food market were evaluated and finally, an empirical research was conducted with 393 respondents in order to better determine the consumers of organic food consumption in Turkey. According to the findings, four motivations were found in influencing the behavior of organic food consumption. These are: health, ecological and social welfare, sensory appeal and natural contents. More specifically, this research reveals that those that have children participated in this research frequently consume organic food.

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Green Consumption

Green Marketing and Environmental Responsibility in Modern Corporations - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-2331-4.ch003 ◽

2017 ◽

pp. 42-67

Author(s):

Ozan Kaya ◽

Feridun Duman

Keyword(s):

Social Welfare ◽

Empirical Research ◽

Food Consumption ◽

Organic Food ◽

The State ◽

Green Marketing ◽

Green Consumption ◽

Green Consumers ◽

Food Market ◽

Organic Food Consumption

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DETERMINANTS OF CONSCIOUS CONSUMER DEMAND FOR ON ECOLOGICAL FOODSTUFFS

Intellect XXІ ◽

10.32782/2415-8801/2021-3.5 ◽

2021 ◽

Author(s):

Lubov Lipych ◽

Oksana Khilukha ◽

Myroslava Kushnir

Keyword(s):

Consumer Behavior ◽

Consumer Choice ◽

Healthy Lifestyle ◽

Raw Materials ◽

Organic Food ◽

Meat Products ◽

Positive Trend ◽

Lower Efficiency ◽

Behavior Study ◽

Social Environmental

The consumer behavior study area mixes elements from economics, psychology, and social anthropology to understand the buyer decision-making process. The interest for environmental friendly behavior and its impacts on consumer patterns, including the issue of buying eco-food. The buying eco-products have become a focus of attention for government, business and community activists. Conscious consumption is defined by consumer choice based on knowledge about social, environmental, and political implications. It is a study about products, services, business activities, production processes, disposal options, and socially and environmentally responsible decisions. Conscious consumer behavior reduces environmental pollution, leads to a healthy lifestyle, increasing demand for environmentally friendly products. The purpose of the article is to evaluate the determinants of organic food demand. Also, in the paper, we identify market development perspectives in the context of conscious consumption. The study identifies consumers’ motives to buy organic food. There are some reasons why people buy this food. First, this food has better quality. Second, this food cares about the health and the environment’s state. The most of the respondents increase the consumption of organic food because of its availability. It is a positive trend to purchase vegetables, fruits, grains, meat, meat products, and eggs. Some obstacles keep people from buying organic food: high prices, lack of confidence in getting raw materials, availability of cheap products, consumer income. Economic factors define the lifestyle of buyers, their preferences, frequency of purchases, and market choices. We should take into account such factors. When the business supplies raw materials and products, the market of organic food products will perform and develop. The production of ecological products will have greater labor intensity and lower efficiency compared to other agriculture products. That leads to higher prices for manufactured products. Conscious consumers understand this and purchase organic products to support the green market. The choice to buy eco-products develops the environmental consciousness of the consumer.

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The concept of marketing of balanced development and features of its implementation in the food market

Agricultural and Resource Economics: International Scientific E-Journal ◽

10.51599/are.2020.06.03.05 ◽

2020 ◽

pp. 80-95

Author(s):

Vаlentyna Stadnyk ◽

Galyna Pchelianska ◽

Yuliia Holovchuk ◽

Liudmyla Dybchuk

Keyword(s):

Sustainable Development ◽

Food Production ◽

Swot Analysis ◽

Industrial Sector ◽

The State ◽

Balanced Development ◽

Organic Products ◽

Food Market ◽

Definition Of ◽

The Impact

Purpose. The purpose of this paper was to analyze the development of the food market in Ukraine and determine its compliance with the goals of sustainable economic development, to formulate the concept of marketing of balanced development in relation to the food market and to identify a set of tasks that need to be addressed within this concept. Methodology / approach. While writing the article we used the following: methods of content analysis – to study scientific approaches to the interpretation of marketing tasks in terms of the concept of «sustainable development»; morphological analysis, generalization and scientific abstraction – to clarify the essence of the definition of «marketing of balanced development» and its conceptual content; economic-statistical and comparative analysis – for research, the dynamics of the food market and the market of organic products in Ukraine, the structure of exports of agricultural products to Ukraine, as well as the impact of the agro-industrial sector on the environment. To visualize the results, we used methods of graphical and tabular representation. The method of SWOT analysis assessed the qualitative characteristics of the state of the market of organic products of Ukraine in the light of opportunities and obstacles to the implementation of the concept of «sustainable development». Abstract-logical method was used to form a complex of marketing of balanced development, conclusions of the article and directions for further research. Results. The article is devoted to the study of the dynamics of the Ukraine food market development as a component of the national economy and food security of the state. It was determined that the areas of agro-food production, food processing and food products trade were showing growth due to increased demand in domestic and foreign markets. However, as a result of technological and resource features, agro-food production has a negative impact on the environment of Ukraine. Trends in the development of organic production as a way to implement the concept of sustainable development in the food sector were studied. The author’s interpretation of the essence of the concept of balanced market development was offered and the complex of tasks of marketing for the enterprises functioning in the food market was defined. Originality / scientific novelty. The article defines the magnitude and extent of the impact of agro-food production on the environment. The essential content of the definition of «marketing of balanced development» in relation to the agro-industrial sector through the prism of the concept of «sustainable development» was clarified. For the first time, a SWOT analysis was used to assess the state of the market of organic products of Ukraine in the light of opportunities and obstacles to the implementation of the concept of «sustainable development», which allowed determining the main directions for improving the marketing set for food market entities. The provision of the concept of sustainable development in the food sector was further developed. Practical value / implications. The main results of the study can be used for (i) structuring tasks of the marketing of balanced development of agribusiness entities; (ii) determining balanced development marketing complex for enterprise, will be relevant for both the organic market and the food market as a whole; (iii) definition of the purposes of balanced development at development of strategy of the enterprises; (iv) development of strategic directions of activity for the enterprises of the organic market on the basis of the conducted SWOT analysis.

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Tendencje na europejskim rynku żywności ekologicznej

Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego ◽

10.22630/prs.2017.17.3.50 ◽

2017 ◽

Vol 17(32) (3) ◽

pp. 29-38 ◽

Cited By ~ 1

Author(s):

Elżbieta Brągiel ◽

Bogusław Ślusarczyk

Keyword(s):

Organic Food ◽

The European Union ◽

Consumption Structure ◽

Domestic Literature ◽

Organic Products ◽

Food Market ◽

The Subject ◽

Per Capita ◽

The Difference ◽

The Eu

The aim of the article is to analyze the size of sales, consumption of organic products and trends observed on the organic food market in individual European countries – especially in the EU. The basis for the analysis was IFOAM and FIBL data from the years 2000-2015, as well as foreign and domestic literature of the subject. The following final conclusions were drawn: a greater increase in the volume of sales of organic products over the determined fifteen years is observed in Europe than in the group of countries in the European Union. The highest sale of organic products in 2014 and 2015 was achieved by Germany, France, United Kingdom, Italy and Switzerland. Over the years 2005-2014, the difference in expenditure on organic food per capita in the EU in comparison to the whole of Europe has grown every single year. Taking into account the growing share of organic products in the consumption structure of modern societies, extensive research on this subject should be conducted.

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Trends in demand on the organic food market in the European countries

MATEC Web of Conferences ◽

10.1051/matecconf/201821207008 ◽

2018 ◽

Vol 212 ◽

pp. 07008

Author(s):

Vasily Nechaev ◽

Pavel Mikhailushkin ◽

Alina Alieva

Keyword(s):

Organic Food ◽

Growth Curves ◽

Food Products ◽

Demand Growth ◽

Organic Products ◽

Food Market ◽

Potential Demand ◽

Dynamic Growth ◽

Per Capita ◽

European Markets

The sector of organic agriculture is attractive for investment, and the organic food market demonstrates a dynamic growth. The article suggests methodological approaches to the analysis of demand trends on the organic food market based on the use of growth curves. The dynamics of changes in the consumption of organic products per capita is characterized by a sequential single passage of the stages of development (growth), the achievement of maximum indicators (saturation), recessions, and cessation of existence. As the main factors determining the rate of development and the potential consumption of organic food products per capita, the level of incomes and life of the population was considered. The potential consumption of organic food products per capita in different countries is grounded, taking into account these factors. Based on the analysis of the functions of the growth rates of the per capita demand for organic food products derived from the estimated demand growth curves, the stages of the life cycle of organic food products on the European markets were analyzed, and the exhaustion of the potential demand for organic products in all considered countries except Britain was identified. It is expected that the further expansion of organic food production in the European producer countries will be facilitated by the reorientation to new markets actively importing this product (China, Russia, Japan, and Singapore).

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Analysis of the healthy food market in the Russian Federation and the Republic of Adygea

New Technologies ◽

10.47370/2072-0920-2020-16-6-106-115 ◽

2021 ◽

Vol 16 (6) ◽

pp. 106-115

Author(s):

G. V. Karamushko ◽

Z. N. Khatko ◽

N. Kh. Navasardyan

Keyword(s):

Consumer Choice ◽

Healthy Lifestyle ◽

Market Price ◽

Marketing Research ◽

Direct Consequence ◽

Healthy Food ◽

The Public ◽

Food Market ◽

Public Catering ◽

The Republic

The goal. Marketing research and analysis of the current situation on the Russian healthy food market in general and the Republic of Adygea in particular. The methods. The results of desk research carried out by the authors, methods of generalization, comparative analysis, induction, decomposition, graphical method were used. The Results. The article outlines the results of the analysis of the public catering market in Russia in general, and the Republic of Adygea, in particular. Despite the crisis in the economy, the Russian public catering market is quite promising. The capacity of domestic catering is several times higher than the current turnover, which indicates its undersaturation. In addition, the article presents monitoring of the Russian and regional market for healthy food products, which led to the conclusion that public catering networks promoting a healthy lifestyle are recognized as one of the fastest growing segments of the public catering market. The conclusion. The growth of the Russian and world markets for healthy food is a direct consequence of changes in consumer patterns. Today traditional criteria of consumer choice in the food market (price, taste and quality) are inseparable from a new group of criteria, most of which are indicators of growing popularity for residents of all countries: health and a healthy lifestyle, safety and transparency (consumers want to know what exactly they consume). A healthy lifestyle today is becoming not just a trend, but a lifestyle all over the world.

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Consumption and youth employment impact on production of Bulgarian organic products

The Central European Review of Economics and Management ◽

10.29015/cerem.746 ◽

2019 ◽

Vol 3 (2) ◽

pp. 49 ◽

Cited By ~ 1

Author(s):

Georgi Aleksiev ◽

Dora Doncheva ◽

Konstantin Stoyanov ◽

Konstantin Stankov

Keyword(s):

Organic Food ◽

Organic Production ◽

Local Market ◽

The European Union ◽

Planning Period ◽

Organic Products ◽

Analysis And Synthesis ◽

Processing Plants ◽

Food Market ◽

Market Needs

During the current planning period of the Common Agricultural policy of the European Union, a newly formed Bulgarian organic production sector has rapidly developed. In the span of just three years – from 2014 to 2017 Bulgaria has risen to the top of the EU organic production charts for several products (mainly aromatic oils and honey). This was in part a result of a significant institutional support from CAP and the local government. The production has grown rapidly but the same cannot be said about the local organic food market. Consumers have severe reservations towards organic products, their higher prices and lack of confidence towards their quality and certification.Aim: To analyze the dynamics of production of Bulgarian organic products and the local organic food market in order to assess its sustainability.Design / Research methods: The methods used to solve the tasks are: analysis and synthesis, systematic and structural approach, statistical calculations. This study analyzes data from centralized sources as well as from own research.Conclusions / findings: There is still not enough bio-food processing plants in the country and with the necessary capacity to meet the local market needs. This has led to a clear export orientation of local bio products. Over the last two years, the construction and certification of processing facilities in the sector have begun and they are most often the result of foreign investment. Adding value to Bulgarian bio products is important for their recognition and trust by local consumers as well as those on international markets.Originality / value of the article: The underlined correlation between production and consumption of organic products in Bulgaria has never been fully researched.

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Uwarunkowania zachowań konsumentów na rynku żywności ekologicznej

Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego ◽

10.22630/prs.2019.19.1.7 ◽

2019 ◽

Vol 19(34) (1) ◽

pp. 79-87

Author(s):

Piotr Kułyk ◽

Piotr Dubicki

Keyword(s):

Food Quality ◽

Consumer Behaviour ◽

Statistical Data ◽

Organic Food ◽

Organic Production ◽

Local Market ◽

Traditional Food ◽

Factors Affecting ◽

Organic Products ◽

Food Market

Understanding the changing needs of consumers is an important element of building a competitive advantage of the company. The aim of the article is to present consumer behavior on the local market of organic products. The article presents issues related to the organic food market. The concept of organic product was defined and characterized, control and certification of organic production as well as factors affecting food quality and demand for organic products were discussed. In addition, a survey was conducted on the local market to show the determinants of consumer behaviour on the organic food market. Based on the surveys carried out and the analysis of statistical data, it can be seen that the modern consumer is aware of what he is buying. The quality and composition of the product are the most important factors that influence the decision they make. Consumers are increasingly giving up the consumption of traditional food in favor of organic products.

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