Scholarly record
MARKETING RESEARCH CONCERNING THE BEHAVIOR OF BUYERS OF ORGANIC AGRI-FOOD PRODUCTS
Abstract
Marketing of organic food products is a topic of interest taking into account the upward trend of these products globally. Promoting eco-products is an approach to the increasing demand for high quality consumer products. Organic marketing is important because it can help protect the environment and preserve biodiversity, increase food security and can contribute to sustainable development of agriculture. The paper aim was to analyze consumer preferences in southern Romania concerning organic agri-food products. In this respect, a marketing research was carried out based on a questionnaire, regarding the quality and the amount spent, the income, the frequency of the purchase and the purchasing habits of the products. In order to achieve the stated objective, research hypotheses were formulated to obtain an overview of the current market for organic agri-food products. These assumptions were tested using statistical functions. The average of the responses, the t test and the correlations between the variables were calculated. The analysis highlighted that the organic food market is increasingly diversified in Romania. However, most of the respondents (40%) buy organic products only a few times a year and only 18.9% of respondents buy 2-3 times a week. The amounts spent for the purchase of the products are quite small, on average only up to 100 RON per month. The most purchased products are fruits (27%) and vegetables (25%). Regarding the correlation coefficient between the frequency of consumption and the income indicated a negative correlation.
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References13
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Ladaru R.G., Approaches on Trends, Constraints, and Transformations of Romanian Organic Agrifood Market, Organizational Culture and Behavioral Shifts in the Green Economy, IGI Global, pp. 167-180, DOI: 10.4018/978-1-5225-2965-1.ch007
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