Perceive of organic products by Ukrainian consumers and problems of shaping market demand

Анотація

Organic production is a decisive factor in preserving the natural wealth and fertility of soils, a source of food security. The market demand formation depends on the organic products perception and consumer preferences of potential buyers. Potential organic production research questions in Ukraine with an estimation of buyers consumption readiness of production are actual. These problens raise issues that need to be addressed. The reseafch evaluates the Ukrainian organic market development, identifies current trends in organic production with its capabilities in domestic and foreign markets, assesses the main donors of organic movement for the country, reveals the consumer demand formation for products through analysis of main motives and incentives, the organic products perception level by Ukrainian consumers and the influence strength on the demand formation. The methodological approach substantiates the selected problems of product consumption and ways to solve them through the economic and management theories applications, dialectical method, abstract method – logical analysis, critical thinking, systematization and formalization method, survey, expert assessments, method of logical analysis, forecasting. The methods application allowed assessing the organic products market and its operators, to identify segments, to model their behavior with an emphasis on strengthening consumer motivation. The research effectiveness is to find ways to strengthen the market demand formation for organic products within the country and its position in international markets, reduce production risks and address the perception of organic products.

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