![]() ![]() These changes further enabled the introduction and development of the organic farming/agriculture sector through the setting up of organic farmers’ associations. The collapse of the communist regime and market liberalization paved the way for big international retail chains to enter the Romanian market, first the Belgian group, Delhaize in 1994 and then the German group, Metro in 1996 ). The study also points out the measures taken by producers in order to adapt to customers’ needs. Therefore, the aim of this research is to highlight the strategies adopted by Romanian organic farm producers when targeting consumers. ![]() Studying producers’ behaviour and market approach strategy in this emerging market might help in fostering and improving other organizations’ capabilities when addressing new foreign markets. Organic farming and foodstuff are becoming more and more relevant and interesting for both consumers and producers, the market having undergone an important change in recent years as new rules and standards have come into power. Recently admitted to the European Union, Romania has a dynamic and booming economy. However, few studies have addressed this issue from the producer’s perspective in an emerging market. Īs consumers increasingly favour organic products because they associate them with maintaining a healthier lifestyle, and/or have become more responsible in their consumption, organic consumer behaviour is frequently investigated. Thus, conventional producers face increased competition from organic producers, many more retailers now selling organic foodstuff in the emerging market than in the past. In fact, the organic food market has boomed in Romania over the last few years, hitting an almost € 80 million turnover in 2016. Whether for personal reasons or as a result of the influence of social media, friends and family, Romanians are using organic products more and more frequently and prefer retailers that implement a sustainable strategy. Organic products, which are increasingly favoured by Romanians, follow this trend. Other research reveals that service providers have become more focused on the environmental component of sustainability, demonstrating growing concern about resources preservation. Much like their Western European peers, Romanian consumers place increasing importance on products made in accordance with the principles of environmental protection, which contribute to the preservation and/or reduction of resource consumption. The modern consumer in the knowledge society has full access to producers’ and distributors’ products, services and brand offerings, irrespective of their location. Whilst aware of these factors, producers point to the lack of education for developing an organic mentality and identifying organic products, poor distribution of products and lack of financial support across the entire logistics chain.Įconomic globalization has not only enabled the interconnection of organizations all over the world and development of cooperation networks but has also significantly fostered the spread of lifestyles, traditions and habits among consumers. ![]() Healthy lifestyle, desire to protect the environment, product quality and attractive prices are all important factors determining consumption of organic products. The results allow better understanding of organic consumers’ behaviour in the emerging markets and highlight strategies to increase market success. The qualitative research among producers reveals strategic directions pursued in order to understand and adapt to market characteristics and dynamics. To this effect, it reviews the literature dealing with the main factors influencing consumer behaviour and attitudes. This paper aims to highlight the most relevant features of the rapidly expanding Romanian organic market from the perspective of organic producers. The market is attractive to domestic producers offering an increasing assortment of organic food types. It is the task of consumerist organisations to educate consumers on the benefits of the above factors, a process influenced by social and cultural trends, experience, lifestyle, motivations and preferences. Romania’s organic market increasingly resembles its Western counterparts: a vegetarian diet, disease prevention through consumption of organic food produced according to specific standards, preferring quality over quantity-all relevant factors influencing purchasing behaviour. ![]()
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