Market Potential as a Green Agricultural Production Development Factor

Abstract

Organic agriculture, based on natural production technologies, obtains a great potential for reversing humanity to a healthy diet and living in harmony with nature by improving the state of the ecosystem. The share of organic food products in the market of the developed countries is already quite high; and various institutional systems of the industry have been introduced and are being improved in the leading countries of the world. Domestic agribusiness is currently lagging behind in these matters, but the situation should be significantly changed by the adopted law and state standard regulating the requirements for the organic sector. In this regard, an objective need arose to substantiate the capabilities and the resource potential of the Saratov region in this sphere. Within the framework of the presented research, an interdisciplinary fundamental platform to develop the theory of the organic food products market was formed. As a result, the elements of the scientific methodology (theories, principles, factors, methods) of its functioning were identified, which made it possible to substantiate the potential capacity of the regional consumer market for organic food. The calculation was made taking into account the rational norms of food consumption that meet modern requirements for a healthy diet, the heterogeneity of consumer preferences, the price gap for the main conventional and organic products in retail and the dispersion of prices for the latter, the implementation of state policy to protect and improve the health of certain population groups. This study is intended for the state management bodies of the agro-industrial sector, the leadership of agricultural, processing and marketing enterprises, the structures of wholesale and retail food products trade and branch research institutions.