Challenges and prospects of “green” marketing use by the Russian agricultural producers

Julia Denisenko ,Valery Lisitsin,Anna Fedosenko

doi:10.1051/e3sconf/202127308031

Julia Denisenko , Valery Lisitsin + Show 1 more

Open Access

https://doi.org/10.1051/e3sconf/202127308031

Copy DOI

Abstract

The key aspects and specificity of “green” marketing in comparison with the traditional marketing concept along with the areas of environmental activity of agricultural organizations and farms are discussed in the article. The results of the study conducted with the participation of marketing departments’ representatives of agricultural organizations of the Southern Federal District are presented in the paper. The research made it possible to identify the main challenges for organic agriculture development and use of “green” marketing tools in the activities of agricultural enterprises. Based on the discussion of the study results as well as on the analysis of scientific literature on the development of “green” marketing and organic agriculture, the directions of Russian agricultural organizations’ activity are suggested, which can contribute to the use of “green” marketing tools and improvement of business environmental friendliness, taking into account current global trends of sustainable development and corporate social responsibility.

Highlights

At present, the organic food market is one of the fastest growing segments of the food sector throughout the world
The main challenges for the development of “green” marketing and organic agriculture in the Russian agricultural sector were identified based on the results of the study using the example of Southern Federal District (Figure 1)
The shift to organic agriculture and use of “green” marketing tools enables companies to reach target audience by offering new or improved products that can sufficiently address the needs of the given market segment

Summary

Introduction

The organic food market is one of the fastest growing segments of the food sector throughout the world. An increase in demand for organic food products is observed every year in Russia, which defines new requirements for food producers with regard to ensuring the focus on “green” production by various means. The emergence and development of the concept of “green” marketing is to some extent a response to changing needs, preferences, and consumer behavior [1]. “Green” marketing differs from traditional marketing in that it focuses on environmental issues and provision of consumers with ecologically safe products. “Green” marketing encompasses a broad range of activities, including product modifications, change of production process, packaging and advertising. The concept of “green” marketing is linked to the concepts of sustainable development [2, 3], ecological production and social responsibility of business [4]

Methods

Results

Conclusion