ROLE OF GREEN MARKETING IN PROMOTING ORGANIC FOOD PRODUCTS IN ROMANIA

摘要

Organic food is relatively new in the Romanian food market. The aim of this current study was to establish the preferences and perception of the consumers from Romania towards organic food and the role of green marketing in promoting these food products. To reach this objective, a total of 150 questionnaires were used to gather data for the understanding of the level of knowledge about this type of food among consumers. Furthermore, the aim was to establish the reason for purchasing these food products and the frequency of this purchase. The statistical analysis attempted to establish correlations between consumer behaviour and the age group they belong to, their level of income and occupation. Finally, the study analysed the most effective marketing strategies for promoting organic food among consumers in Romania. The data collected were statistically processed on using IBM SPSS Statistics, version 23. The analysis of results showed that the most informed consumer segment regarding organic food is the age group of people between 26-40 years, with high-income levels especially and the main reason for consumers to buy organic food products is health concern, being influenced mainly by green themed commercials and educational campaigns.