WHO IS THE CONSUMER OF ORGANIC FOOD PRODUCTS?
Abstract
The main objective of this paper is to present the characteristics of consumers of organic food products (PAE). They are analyzed in terms of socio - demographic (gender, number of children, age, education), economic (disposable income), lifestyles, shared values. Also, specific attention is given to the specific purchase and consumption behaviors and barriers which prevents the fast market development. Findings - The paper shows that social - demographics variables are not the most effective for the consumer understanding. More important are the values to which the consumers adhere. Values that determine the market development varies depending on the degree of market maturity. The largest consumers are those of "heavy" type but "medium" and "light" consumers show a great importance as buyers but also as vectors for promotion. The most important obstacles to the acquisition of PAE are low availability and high prices of these products. Originality / value - This paper explores the determinants of acquisition and consumption of PAE and consumer characteristics also. The ideas in this paper can be used by marketers from PAE field.The papers published in the journal are licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License, which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
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