Abstract
Considering the benefits of the organic production system, it is recognized as one of the main drivers of future economic development. However, the imbalance between demand and supply at the local market level represents one of the serious obstacles that prevents its future growth. Therefore, this article examines the key factors related to the main elements of the offer that have the strongest impact on consumer preferences and acceptance of organic food products. In that sense, organic product, price, distribution channel, and promotion are considered the main elements of the offer and are analyzed in this paper from the consumer preferences perspective. Further, this article provides insight into some of the sensory properties of the offer that are important to consumers. Finally, it gives recommendations for optimization of the offer on the organic food market based on the analysis of the influence of each of those elements (product, price, distribution, and promotion) on consumer acceptance of organic products and making purchasing decisions. The data were collected using a questionnaire, and analyzed using the structural equation model (SEM). The results revealed that price and promotion have the strongest impact on consumer acceptance and buying decisions. Further analysis revealed that attitudes towards organic food products, price/quality ratio, distribution barriers, and modern media as a promotion instrument are the factors that have the most significant impact on consumer perception and attitudes towards the available market offer. These findings can help producers and other decision makers to better understand what creates added value of the organic food products in consumers’ mind and therefore make an offer that is in line with their expectations and preferences, which is recognized as one of the main prerequisites for the acceptance and purchase of organic food products.
Highlights
Organic production, as a specific system that sustains the health of soil, ecosystems, and people [1,2], appeared as a result of different types of concerns, amongst which the excessive pollution of the environment, imbalance of ecosystems, and human health protection are most important [3,4].Compared to conventional production, it is an innovative production system that maximizes theFoods 2020, 9, 259; doi:10.3390/foods9030259 www.mdpi.com/journal/foodsFoods 2020, 9, 259 performance of renewable energy sources; remarkably reduces the emission of CO2, soils, metals, and other harmful substances into the environment; and optimizes nutrient and energy flow in agroecosystems [2]
Most of them were ready to pay 0% to 20% higher prices for organic products, compared to conventional (43.4% of consumers), while almost a third of respondents (28%) stated they are willing to pay 20% to 40% higher prices for this type of food product. These results reveal that premium prices are not an insuperable barrier to a wider acceptance of organic food products, and its significance is under the influence of information and the education of consumers towards an organic production system and all the benefits of this type of food
The results revealed that price and promotion have the biggest impact on the acceptance of organic food products and consumer purchasing decisions in developing markets, while the impact of product and distribution channels is relatively modest
Summary
As a specific system that sustains the health of soil, ecosystems, and people [1,2], appeared as a result of different types of concerns, amongst which the excessive pollution of the environment, imbalance of ecosystems, and human health protection are most important [3,4].Compared to conventional production, it is an innovative production system that maximizes theFoods 2020, 9, 259; doi:10.3390/foods9030259 www.mdpi.com/journal/foodsFoods 2020, 9, 259 performance of renewable energy sources; remarkably reduces the emission of CO2 , soils, metals, and other harmful substances into the environment; and optimizes nutrient and energy flow in agroecosystems [2]. The organic production development has been fostered by income growth and a growing awareness of people about the importance of healthy lifestyles It is based on several principles, whose implementation ensures the production of safe and healthy products while fully preserving the environment, its natural resources, and fostering equity, respect, and justice throughout society [2,3,4]. It is recognized as one of the main drivers of future agricultural and overall economic development on sustainable grounds in many developing and developed countries
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