Effectiveness of organic food marketing

Abstract

The principal aim of this study was to assess the economic results and marketing effectiveness of selected companies dealing with the production and distribution of organic food. The diagnostic survey method was applied in the study. It was conducted on popular social media in 2021 with 686 respondents. The study findings show that the marketing strategy has been ineffective so far. This means that there exists an informationally excluded area, which must be filled in. Therefore, effective product marketing should be developed based on personalised advertisements on social media and online trade. The study findings can contribute to the popularisation and broadening of knowledge regarding the behaviour of organic food buyers. Determining the factors affecting the buying process and motivations will aid stakeholders in building an effective marketing strategy for organic food. This may have a beneficial effect on the development and diversification of the organic food market, whose production may contribute to an improvement of the natural environment condition and the quality of life, as well as the promotion of local food producers.

Wybrane czynniki roślinnej i zwierzęcej ekologicznej produkcji rolniczej w Unii Europejskiej

“…W wielu opracowaniach podkreśla się, że na wysokość wydatków na żywność ekologiczną wpływa rozwój gospodarczy kraju odzwierciedlony poziomem PKB per capita. W 2017 r. najwięcej środków per capita rocznie na ekożywność wydawali Szwajcarzy (288 euro), Duńczycy (278 euro) oraz Szwedzi (237 euro) (Chrobocińska, Lotkowska 2023;FiBL, IFOAM 2021;PIŻE 2019;Hermaniuk 2018;Kułyk, Michałowska 2016;Smoluk-Sikorska 2010).…”

Development of organic agriculture in selected countries of the European Union

“…In the EU, the largest sales market for eco-products was Germany (EUR 16 billion). It is worth adding that economic development measured by GDP per capita had an impact on the amount of expenditure on organic food, which means that in wealthier countries there are better prospects for selling organic food products (Chrobocińska & Lotkowska, 2023;Łukiewska & Chrobocińska, 2023;Mazurek, 2023). This may inspire organic food producers to recreate forgotten species or varieties of plants containing high-value protein, unsaturated fatty acids and many vitamins and microelements, e.g.…”

“…And other determinants limited the development of organic farming in other areas, e.g. legal solutions accepting organic production on part of the farm (which is contrary to the assumptions of the holistic approach of organic farming), lack of knowledge about the labelling of organic products, marketing strategy not adapted to customer perception, lack of education in terms of organic products, or the possibility of food adulteration, poorly functioning market for the purchase and processing of organic products, contamination with mycotoxins probably during storage (Grzybowska-Brzezińska, 2012;Jarossova & Mindasova, 2015;Grzybek, 2016;Hermaniuk, 2018;Kułyk & Dubicki, 2019;Najiib et al, 2021;Tandon et al, 2020;Hanus, 2020;Kowalczyk & Kwasek, 2020;Zieliński et al, 2022;Chrobocińska & Lotkowska, 2023). As a result, in 2022, 1,450 farms in Austria switched from organic farming to conventional farming.…”

“…Stimulating the demand for e.g. organic food could have a positive impact on increasing income from organic farming, more effective use of existing labour resources on farms, as well as improving the condition of the natural environment (König & Araújo-Soares, 2022;Czudec et al, 2022;Chrobocińska & Lotkowska, 2023). However, experts on the issue note that in organic farming yields and milk production may be significantly lower compared to conventional farming, so high prices of eco-products often do not cover production costs, and this may significantly limit the development of organic farming (Głuszek, 2023).…”