Assessment of the modern youth’s commitment to organic food products as the basis of the manufacturers’ marketing strategy

Abstract

The article gives the results of a sociological survey of students of the Agrarian University (Stavropol, the Russian Federation); they expressed their attitude and commitment to organic food. The relevance of the research topic is due to the increasing changes in the organization and quality of traditional nutrition for rural areas. Future specialists of the agricultural sector of the region’s economy are not only the professional elite of rural areas, but also opinion leaders of the regional community, therefore, the attitude to nutrition issues as an important basis for life, healthy lifestyle and healthy future generations of the rural population are important in the system of educational work of the university. A total of 415 people took part in the survey – students of 2-3 courses of Bachelor’s programs in Biotechnology and Agricultural Profile. The survey database was processed in the SPSS Statistics program (version 23). We formulated the main trends in relation to food products, including organic ones. We analyzed the willingness to purchase and consume organic food products and to form a positive public opinion and fashion for food preferences. The data obtained provide the development of a marketing strategy for organic food producers in the region. The research tools and methodology can be scaled up in rural areas of the country.