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June 2023 (published: 31.05.2023)
Number 2(53)
Home > Issue > Features of the formation of the organic food market
Kovaleva E.N., Тимофеев В.Е.
The current geopolitical situation, which generates a change in the vectors of export activity of domestic producers, the general economic downturn caused by the consequences of a prolonged Covid lockdown and the transformation of logistics supply chains, encourage the study of current models of consumer behavior of Russian consumers of food eco-products and the search for new export directions of environmentally friendly agricultural products. The purpose of this study is to characterize the current state and trends in the development of the organic food market in Russia and abroad in the context of geopolitical transformations. An important research task is to determine the directions of state support for environmentally friendly agricultural production as the most important strategic direction for ensuring food and national security of the country. The object of the study is the market of organic products, the subject is the factors influencing the formation of supply and demand in the youth segment of consumers of organic food. During the cabinet stage of the study, a comparative analysis of the main parameters characterizing environmentally friendly production in Russia and other countries was carried out, the main trends in the development of the agricultural eco-products market were identified. The results of the field stage of the study confirm the hypotheses put forward that it is impossible to create a competitive environment without government intervention that satisfies the needs of both sellers and buyers at the same time. The main factors influencing the demand for organic products in the youth segment of consumers are identified: lack of financial resources for the purchase of more expensive but safe products, unwillingness to study labeling and distrust of any certificates and confirmations of safety and environmental friendliness, which in turn does not motivate entrepreneurs in the mass market segment to use environmentally friendly production methods. The consumption model in this segment is based on such aspects as trust and image, therefore, businesses and infrastructure support organizations need to direct efforts to create transparency and clarity of decisions, conduct active educational work, using the maximum number of communication channels. Based on the results obtained, recommendations are proposed to Russian producers and regulatory entities for the formation of a stable eco-products market in the country, taking into account the needs of the youth segment of consumers, the formation of consumer value, strengthening the image of domestic eco-production and increasing the export of eco-products.
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Keywords: organic products, marketing research, export, consumer value, consumer behavior models.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 338.433; 338.139
Features of the formation of the organic food market
The current geopolitical situation, which generates a change in the vectors of export activity of domestic producers, the general economic downturn caused by the consequences of a prolonged Covid lockdown and the transformation of logistics supply chains, encourage the study of current models of consumer behavior of Russian consumers of food eco-products and the search for new export directions of environmentally friendly agricultural products. The purpose of this study is to characterize the current state and trends in the development of the organic food market in Russia and abroad in the context of geopolitical transformations. An important research task is to determine the directions of state support for environmentally friendly agricultural production as the most important strategic direction for ensuring food and national security of the country. The object of the study is the market of organic products, the subject is the factors influencing the formation of supply and demand in the youth segment of consumers of organic food. During the cabinet stage of the study, a comparative analysis of the main parameters characterizing environmentally friendly production in Russia and other countries was carried out, the main trends in the development of the agricultural eco-products market were identified. The results of the field stage of the study confirm the hypotheses put forward that it is impossible to create a competitive environment without government intervention that satisfies the needs of both sellers and buyers at the same time. The main factors influencing the demand for organic products in the youth segment of consumers are identified: lack of financial resources for the purchase of more expensive but safe products, unwillingness to study labeling and distrust of any certificates and confirmations of safety and environmental friendliness, which in turn does not motivate entrepreneurs in the mass market segment to use environmentally friendly production methods. The consumption model in this segment is based on such aspects as trust and image, therefore, businesses and infrastructure support organizations need to direct efforts to create transparency and clarity of decisions, conduct active educational work, using the maximum number of communication channels. Based on the results obtained, recommendations are proposed to Russian producers and regulatory entities for the formation of a stable eco-products market in the country, taking into account the needs of the youth segment of consumers, the formation of consumer value, strengthening the image of domestic eco-production and increasing the export of eco-products.
Read the full article
Keywords: organic products, marketing research, export, consumer value, consumer behavior models.
DOI 10.17586/2310-1172-2023-16-2-10-24