BIO Web Conf.
Volume 66, 2023International Scientific and Practical Conference “AGRARIAN SCIENCE - 2023” (AgriScience2023)
|Number of page(s)||7|
|Section||Economics and Management, Digital Platforms in the Agro-Industrial Complex|
|Published online||08 September 2023|
The approach to assessing the characteristics significant for consumers when buying meat and meat products of organic origin
RGAU-Moscow State Agricultural Academy named after K.A. Timiryazev, 127434, Timiryazevskaja, 49, Moscow, Russia
* Corresponding author: firstname.lastname@example.org
The effect of the “healthy food” trend, which has recently been the basis of food choice among consumers, has significantly transformed approaches to buying, in particular the selection and evaluation of meat and meat products. No less serious changes have occurred in the model of the purchase decision-making process, which in turn encourages manufacturers to develop positioning, production, and sale of products at a new qualitative level relative to all market vectors, one of which is the formation of the organic food market segment. Nevertheless, despite the significant transformation of the market, at the moment the segments for a number of product categories have not been finally formed. At the moment, the existing number of criteria that are the basis of choice does not always indicate the organic origin of the product, in particular, one of such criteria is the category “farm products”, often these two concepts are interchangeable in the consumer's mind. This article attempts to evaluate the main factors and criteria for choosing meat and meat products belonging to the “organic products” class based on understanding the transformation of ideas about the process of making a decision to purchase a product, considering the formation of the “healthy food” trend. Based on the results of the study, the main vectors of the development of the marketing relationship model with the consumer are determined, the interrelation of a number of factors indicating the organic origin of the product for the consumer is formulated. The key criteria for positioning meat and meat products of organic origin have been identified. The main conclusions regarding the characteristics that are significant for the consumer when buying meat and meat products of organic origin are formulated.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.