STUDY OF THE MOTIVES OF ORGANIC PRODUCTS CONSUMPTION

Author(s): Kostrova Yu.B.

Rubric: Environmental economics

DOI: 10.21777/2587-554X-2021-3-59-64

Release: 2021-3 (38)

Pages: 59-64

Keywords: organic products, organic production, consumer behavior, consumption motives, consumer portrait, organic market, healthy nutrition, “green shelf”

Annotation: The work presents the results of a study conducted to identify the motives for the consumption of organic products, and identifies the stimulating and restraining factors of their acquisition. The active development of the organic products market, both in Russia and around the world, sets scientists the task of building a “portrait” of its consumer. The subject of this study was the motivation for consumers to purchase organic food. To conduct the study, the author used a number of general scientific methods, such as analysis, synthesis, comparison, observation, questionnaire. It was found that the increase in the consumption of organic products hinders rather unsystematic perceptions of the population about them, a low level of trust in information on labels. The main stimulus is the desire of consumers to get a healthy diet. Advertising campaigns for organic products should be informational, educational, aimed at explaining the principles of organic production. The results of this study can be useful for entrepreneurs of the “organic” business to develop marketing programs for promoting their products.

Bibliography: Kostrova Yu.B. STUDY OF THE MOTIVES OF ORGANIC PRODUCTS CONSUMPTION // Economics and Management. – 2021. – № 3 (38). – С. 59-64. doi: 10.21777/2587-554X-2021-3-59-64