id: 32404
Title: . Positioning of entrepreneurial systems of the organic products production in the conditions of globalization and innovative economics: Managerial aspect
Authors: Varaksina E., Savenko O., Nihmatova O., Skrypnyk V., Kolesnyk T., Ivanova T., Rudyka V., Ovcharuk O.
Keywords: organic products, environmental sustainability, healthy diet, consumer market.
Date of publication: 2022-12-15 12:15:48
Last changes: 2022-12-15 12:15:48
Year of publication: 2022
Summary: The production of organic products meets modern standards of economic, social and environmental sustainability. Demand for organic products is growing worldwide as consumers perceive it as providing a healthy diet and protecting the environment. However, there is a low level of awareness of the organic products benefits in developing countries, including Ukraine. Therefore, organic producers need to create an attractive image for “organic” among consumers, teach them to distinguish relevant products from products with other eco-labels, position such products, taking into account the hierarchy (importance) of motives for its consumption among the target audience. At the same time, it is important to maintain consistency in determining the characteristics of organic products in the consumer market. Under these conditions, it is important to implement organic business brand communications in social networks that broadcast the values of organic products to consumers through appropriate marketing (text) messages on a regular
basis. Therefore, the aim of this study is to analyze the positioning of producers of the organic market of Ukraine on the social network Facebook, which is the most attractive to the Ukrainian audience. The study fills the lack of information on the level of activity of organic producers in social media, reveals the content of the communication process with consumers and establishes its correlation with the main factors of consumption of organic products.
URI: http://repository.vsau.vin.ua/repository/getfile.php/32404.pdf
Publication type: Статті Scopus
Publication: Journal of Hygienic Engineering and Design. 2022. Vol. 40. P. 332-345.
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