Marketing of Organic Food: the "Green Consumer" versus the General Public and the Role of Stakeholders

• Autorzy: Anna Słodka
• Języki publikacji: EN

Abstrakty

EN

A more traditional marketing approach ought to be used in selling and promoting organic products. Instead of practising this, we assume that only environmentally conscious ("green") customers are targeted by ecological produets. However, if we concentrate on other tangible benefits that organic products offer to "green" shoppers, we can make them appealing to a wider range of consumers. An increase in the sales of organic food will in turn create greater demand for it, thus triggering expansion of ecological farming. It is now elear why I tend to disagree that sustainable farming generates "less need or no need for expensive marketing and advertising". I rather believe that marketing such products is a necessity (not necessarily advertising!). In this article, I shall try to pinpoint the difficulties in addressing the green consumer segment, as well as provide guidelines on how organic produce should be marketed. I shall also comment on the issue of ethnocentrism, as this also creates challenges in marketing organic produce. (fragment of text)

Słowa kluczowe

EN

Organic food; Marketing of food products; Marketing of agricultural products; Stakeholders; Food consumption; Ethnocentrism

PL

Żywność ekologiczna; Marketing produktów żywnościowych; Marketing produktów rolnych; Interesariusze; Konsumpcja żywności; Etnocentryzm

• Czasopismo: Economic and Environmental Studies
• Rocznik: 2004
• Numer: Vol. 6
• Strony: 321--334

Twórcy

autor

Anna Słodka

• University of Łódź, Poland

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