THE MOST COMMONLY USED COMMUNICATION CHANNELS AS A SOURCE OF INFORMATION FOR ORGANIC FOOD BUYERS IN SERBIA
Keywords:
organic food, customers, digital marketing, traditional marketing, awareness
Abstract
The organic food market has shown constant but insufficient growth in recent decades due to a number of factors, the most notable of which are high prices and insufficient consumer awareness. Better consumer awareness can be achieved by using the most effective digital and traditional marketing channels. The aim of this paper is to examine which digital and which traditional marketing channels are used by buyers to collect information about organic food. The research included 600 respondents from Serbia, and the SPSS program was used for data processing. The paper used descriptive statistics and non-parametric techniques due to the distribution of scores that deviates from normal. The research results showed that buyers of organic food rely more on digital marketing channels, primarily social networks and websites. When it comes to traditional marketing channels, TV, radio and newspapers are in first place.
References
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Bósquez, C.N.G., & Arias-Bolzmann, L.G. (2022). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8), 2461-2480. https://doi.org/10.1108/BFJ-05-2021-0558
Brył, P. (2018). Organic food online shopping in Poland. British Food Journal, 120(5), 1015-1027. https://doi.org/10.1108/BFJ-09-2017-0517.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
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Garibaldi, L.A., Gemmill-Herren, B., D’Annolfo, R., Graeub, B.E., Cunningham, S.A., & Breeze, T.D. (2017). Farming approaches for greater biodiversity, livelihoods, and food security. Trends in Ecology & Evolution, 32, 68-80. https://doi.org/10.1016/j.tree.2016.10.001
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Guha, S., Harrigan, P., & Soutar, G. (2018). Linking social media to customer relationship management (CRM): A qualitative study on SMEs. Journal of Small Business & Entrepreneurship, 30(3), 193-214. https://doi.org/10.1080/08276331.2017.1399628
Hansmann, R., Baur, I., & Binder, C.R. (2020). Increasing organic food consumption: An integrating model of drivers and barriers. Journal of Cleaner Production, 275, 123058. https://doi.org/10.1016/j.jclepro.2020.123058
Heidari, M.D., Mobli, H., Omid, M., Rafiee, S., Jamali Marbini, V., Elshout, P.M.F., Zelm, R., & Huijbregts, M.A.J. (2017). Spatial and technological variability in the carbon footprint of durum wheat production in Iran. The International Journal of Life Cycle Assessment, 22, 1893-1900. doi:10. 1007/s11367-017-1283-1
Hokazono, S., & Hayashi, K. (2015). Life cycle assessment of organic paddy rotation systems using land- and product-based indicators: a case study in Japan. The International Journal of Life Cycle Assessment, 20, 1061-1075. doi:10.1007/s11367-015-0906-7
Hyland, C., Bradman, A., Gerona, R., Patton , S., Zakharevich, I., Gunier, R.B., & Klein, K. (2019). Organic diet intervention significantly reduces urinary pesticide levels in U.S. children and adults. Environmental Research, 171, 568-575. https://doi.org/10.1016/j.envres.2019.01.024
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Jarczok-Guzy, M. (2018). Obstacles to the development of the organic food market in Poland and the possible directions of growth. Food Science & Nutrition, 6(6), 1462-1472. https://doi.org/10.1002/fsn3.704
Krystallis, A., Vassallo, M., Chryssochoidis, G.M., & Perrea, T. (2008). Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory. Journal of Consumer Behaviour, 7(2), 164-187. https://doi.org/10.1002/cb.244
Lesur-Dumoulin, C., Malézieux, E., Ben-Ari, T., Langlais, C., & Makowski, D. (2017). Lower average yields but similar yield variability in organic versus conventional horticulture. A meta-analysis. Agronomy for Sustainable Development, 37, 45. https://doi.org/10.1007/s13593-017-0455-5
Li, F., Larimo, J., & Leonidou, L.C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. DOI: 10.1007/s11747-020-00733-3
Lu, Q.S., & Miller, R. (2019). How social media communications combine with customer loyalty management to boost green retail sales. Journal of Interactive Marketing, 46, 87-100. https://doi.org/10.1016/j.intmar.2018.12.005
McArtney, S.J., & Walker, J.T.S. (2004). Current Situation and Future Challenges Facing the Production and Marketing of Organic Fruit in Oceania. Acta Horticulturae, 638, 387-396. https://doi.org/10.17660/ActaHortic.2004.638.50
Mkhize, S., & Ellis, D. (2020). Creativity in marketing communication to overcome barriers to organic produce purchases: The case of a developing nation. Journal of Cleaner Production, 242, 118415. https://doi.org/10.1016/j.jclepro.2019.118415
Mozas-Moral, A., Bernal-Jurado, E., Medina-Viruel, M.J., & Fernández-Uclés, D. (2016). Factors for success in online social networks: An fsQCA approach. Journal of Business Research, 69(11), 5261-5264. https://doi.org/10.1016/j.jbusres.2016.04.122
Nandi, R., Bokelmann, W., Gowdru, N.V., & Dias, G. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Novytska, I., Chychkalo-Kondratska, I., Chyzhevska, M., Sydorenko-Melnyk, H., & Tуtarenko, L. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Odrowaz-Coates, A. (2021). Definitions of Sustainability in the Context of Gender. Sustainability, 13(12), 6862. https://doi.org/10.3390/su13126862
Ponisio, L.C., M'Gonigle, L.K., Mace, K.C., Palomino, J. Valpine, P., & Kremen, C. (2015). Diversification practices reduce organic to conventional yield gap. Proceedings of the Royal Society B, 282(1799). 20141396. https://doi.org/10.1098/rspb.2014.1396
Ponti, T.D., Rijk, B., & Ittersum, M.K.V. (2012). Why do organic farmers quit in Estonia? International Conferences > 2006: Joint Organic Congress > Theme 2: European initiatives. Retrieved from https://orgprints.org/7810
Shrestha, A., and Baral, S. (2019). Consumers’ willingness to pay for organic agriculture products: acase study of Nepalgunj city, Banke. International Journal of Agriculture, Environment and Food Sciences, 3, 58-61. https://doi.org/10.31015/jaefs.2019.2.2
Tampe, M. (2016). Leveraging the Vertical: The Contested Dynamics of Sustainability Standards and Labour in Global Production Networks. British Journal of Industrial Relations, 56, 43-74. https://doi.org/10.1111/bjir.12204
Tariq, A., Wang, C., Tanveer, Y., Akram, U., & Akram, Z. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202-222. https://doi.org/10.1108/APJML-04-2018-0150
Torres-Ruiz, F.J., Vega-Zamora, M., & Parras-Rosa, M. (2018). False barriers in the purchase of organic foods. The case of extra virgin olive oil in Spain. Sustainability, 10(2), 1-14. https://doi.org/10.3390/su10020461.
Vehapi, S., & Mitić, S. (2023). Svest i znanje potrošača generacije Z o organskoj hrani u Srbiji. Marketing, 54(2), 83-93. https://doi.org/ 10.5937/mkng2302083V
Vittersø, G., & Tangeland, T. (2015). The role of consumers in transitions towards sustainable food consumption. The case of organic food in Norway. Journal of Cleaner Production, 92, 91-99. https://doi.org/10.1016/j.jclepro.2014.12.055
Von Meyer-Höfer, M., Olea-Jaik, E., Padilla-Bravo, C.A., & Spiller, A. (2015). Mature and emerging organic markets: Modelling consumer attitude and behaviour with partial least square approach. Journal of Food Products Marketing, 21, 626-653. https://doi.org/10.1080/10454446.2014.949971
Vukasovič, T. (2016). Consumers' perceptions and behaviors regarding organic fruits and vegetables: Marketing trends for organic food in the twenty-first century. Journal of International Food and Agribusiness Marketing, 28(1), 59-73. https://doi.org/10.1080/08974438.2015.1006974.
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge. Sustainability, 11(1), 209. https://doi.org/10.3390/su11010209
Wijaya, T., Utama, A., Mustikasaria, A., Sholikhah, Z., & Sinnappan, P. (2021). Motives and barriers of organic food consumption behaviour: a comparative study between Indonesia and Malaysia. International Journal of Green Economics, 16(1), 1-17. https://doi.org/10.1504/IJGE.2022.125555
Wojciechowska-Solis, J., & Soroka, A. (2017). Motives and barriers of organic food demand among polish consumers: A profile of the purchasers. British Food Journal, 119(9), 2040-2048. https://doi.org/10.1108/BFJ-09-2016-0439.
Yodkhum, S., Yodkhum, S.H., & Sampattagul, S. (2017). Life cycle GHG evaluation of organic rice production in northern Thailand. Journal of Environmental Management, 196, 217-223. https://doi.org/10.1016/j.jenvman.2017.03.004
Zander, K., Padel, S., & Zanoli, R. (2015). EU organic logo and its perception by consumers. British Food Journal, 117(5), 1506-1526. https://doi.org/10.1108/BFJ-08-2014-0298
Bruschi, V., Shershneva, K., Dolgopolova, I., Canavari, M., & Teuber, R. (2015). Consumer perception of organic food in emerging markets: Evidence from Saint Petersburg, Russia. Agribusiness, 31(3), 414-432. https://doi.org/10.1002/agr.21414.
Bósquez, C.N.G., & Arias-Bolzmann, L.G. (2022). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8), 2461-2480. https://doi.org/10.1108/BFJ-05-2021-0558
Brył, P. (2018). Organic food online shopping in Poland. British Food Journal, 120(5), 1015-1027. https://doi.org/10.1108/BFJ-09-2017-0517.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Delbridge, T.A. (2014). Profitability and adoption of organic agriculture: essays on the decision to transition, Doctoral dissertation. Retrived from https://conservancy.umn.edu/items/ca3cad12-7439-49c4-9c46-ad61878b0eb8
Garibaldi, L.A., Gemmill-Herren, B., D’Annolfo, R., Graeub, B.E., Cunningham, S.A., & Breeze, T.D. (2017). Farming approaches for greater biodiversity, livelihoods, and food security. Trends in Ecology & Evolution, 32, 68-80. https://doi.org/10.1016/j.tree.2016.10.001
Gharibi, B.Z.D., & Karbasi, A. (2023). Investigating the Barriers of Organic Food Buying Behavior. Journal of Agricultural Economics Research, 118-129. Retrived from https://journals.marvdasht.iau.ir/article_5872_bcb52378e8d7e123e618b95e62623240.pdf
Guha, S., Harrigan, P., & Soutar, G. (2018). Linking social media to customer relationship management (CRM): A qualitative study on SMEs. Journal of Small Business & Entrepreneurship, 30(3), 193-214. https://doi.org/10.1080/08276331.2017.1399628
Hansmann, R., Baur, I., & Binder, C.R. (2020). Increasing organic food consumption: An integrating model of drivers and barriers. Journal of Cleaner Production, 275, 123058. https://doi.org/10.1016/j.jclepro.2020.123058
Heidari, M.D., Mobli, H., Omid, M., Rafiee, S., Jamali Marbini, V., Elshout, P.M.F., Zelm, R., & Huijbregts, M.A.J. (2017). Spatial and technological variability in the carbon footprint of durum wheat production in Iran. The International Journal of Life Cycle Assessment, 22, 1893-1900. doi:10. 1007/s11367-017-1283-1
Hokazono, S., & Hayashi, K. (2015). Life cycle assessment of organic paddy rotation systems using land- and product-based indicators: a case study in Japan. The International Journal of Life Cycle Assessment, 20, 1061-1075. doi:10.1007/s11367-015-0906-7
Hyland, C., Bradman, A., Gerona, R., Patton , S., Zakharevich, I., Gunier, R.B., & Klein, K. (2019). Organic diet intervention significantly reduces urinary pesticide levels in U.S. children and adults. Environmental Research, 171, 568-575. https://doi.org/10.1016/j.envres.2019.01.024
IFOAM. (2024). The world of organic agriculture: statistics and emerging trends 2024. Research Institute of Organic Agriculture (FiBL) and IFOAM, Organics International. Retrieved from https://www.fibl.org/fileadmin/documents/shop/1747-organic-world-2024_light.pdf
Jarczok-Guzy, M. (2018). Obstacles to the development of the organic food market in Poland and the possible directions of growth. Food Science & Nutrition, 6(6), 1462-1472. https://doi.org/10.1002/fsn3.704
Krystallis, A., Vassallo, M., Chryssochoidis, G.M., & Perrea, T. (2008). Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory. Journal of Consumer Behaviour, 7(2), 164-187. https://doi.org/10.1002/cb.244
Lesur-Dumoulin, C., Malézieux, E., Ben-Ari, T., Langlais, C., & Makowski, D. (2017). Lower average yields but similar yield variability in organic versus conventional horticulture. A meta-analysis. Agronomy for Sustainable Development, 37, 45. https://doi.org/10.1007/s13593-017-0455-5
Li, F., Larimo, J., & Leonidou, L.C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. DOI: 10.1007/s11747-020-00733-3
Lu, Q.S., & Miller, R. (2019). How social media communications combine with customer loyalty management to boost green retail sales. Journal of Interactive Marketing, 46, 87-100. https://doi.org/10.1016/j.intmar.2018.12.005
McArtney, S.J., & Walker, J.T.S. (2004). Current Situation and Future Challenges Facing the Production and Marketing of Organic Fruit in Oceania. Acta Horticulturae, 638, 387-396. https://doi.org/10.17660/ActaHortic.2004.638.50
Mkhize, S., & Ellis, D. (2020). Creativity in marketing communication to overcome barriers to organic produce purchases: The case of a developing nation. Journal of Cleaner Production, 242, 118415. https://doi.org/10.1016/j.jclepro.2019.118415
Mozas-Moral, A., Bernal-Jurado, E., Medina-Viruel, M.J., & Fernández-Uclés, D. (2016). Factors for success in online social networks: An fsQCA approach. Journal of Business Research, 69(11), 5261-5264. https://doi.org/10.1016/j.jbusres.2016.04.122
Nandi, R., Bokelmann, W., Gowdru, N.V., & Dias, G. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Novytska, I., Chychkalo-Kondratska, I., Chyzhevska, M., Sydorenko-Melnyk, H., & Tуtarenko, L. (2017). Factors influencing consumers' willingness to pay for organic fruits and vegetables: Empirical evidence from a consumer survey in India. Journal of Food Products Marketing, 23(4), 430-451. DOI: 10.1080/10454446.2015.1048018
Odrowaz-Coates, A. (2021). Definitions of Sustainability in the Context of Gender. Sustainability, 13(12), 6862. https://doi.org/10.3390/su13126862
Ponisio, L.C., M'Gonigle, L.K., Mace, K.C., Palomino, J. Valpine, P., & Kremen, C. (2015). Diversification practices reduce organic to conventional yield gap. Proceedings of the Royal Society B, 282(1799). 20141396. https://doi.org/10.1098/rspb.2014.1396
Ponti, T.D., Rijk, B., & Ittersum, M.K.V. (2012). Why do organic farmers quit in Estonia? International Conferences > 2006: Joint Organic Congress > Theme 2: European initiatives. Retrieved from https://orgprints.org/7810
Shrestha, A., and Baral, S. (2019). Consumers’ willingness to pay for organic agriculture products: acase study of Nepalgunj city, Banke. International Journal of Agriculture, Environment and Food Sciences, 3, 58-61. https://doi.org/10.31015/jaefs.2019.2.2
Tampe, M. (2016). Leveraging the Vertical: The Contested Dynamics of Sustainability Standards and Labour in Global Production Networks. British Journal of Industrial Relations, 56, 43-74. https://doi.org/10.1111/bjir.12204
Tariq, A., Wang, C., Tanveer, Y., Akram, U., & Akram, Z. (2019). Organic food consumerism through social commerce in China. Asia Pacific Journal of Marketing and Logistics, 31(1), 202-222. https://doi.org/10.1108/APJML-04-2018-0150
Torres-Ruiz, F.J., Vega-Zamora, M., & Parras-Rosa, M. (2018). False barriers in the purchase of organic foods. The case of extra virgin olive oil in Spain. Sustainability, 10(2), 1-14. https://doi.org/10.3390/su10020461.
Vehapi, S., & Mitić, S. (2023). Svest i znanje potrošača generacije Z o organskoj hrani u Srbiji. Marketing, 54(2), 83-93. https://doi.org/ 10.5937/mkng2302083V
Vittersø, G., & Tangeland, T. (2015). The role of consumers in transitions towards sustainable food consumption. The case of organic food in Norway. Journal of Cleaner Production, 92, 91-99. https://doi.org/10.1016/j.jclepro.2014.12.055
Von Meyer-Höfer, M., Olea-Jaik, E., Padilla-Bravo, C.A., & Spiller, A. (2015). Mature and emerging organic markets: Modelling consumer attitude and behaviour with partial least square approach. Journal of Food Products Marketing, 21, 626-653. https://doi.org/10.1080/10454446.2014.949971
Vukasovič, T. (2016). Consumers' perceptions and behaviors regarding organic fruits and vegetables: Marketing trends for organic food in the twenty-first century. Journal of International Food and Agribusiness Marketing, 28(1), 59-73. https://doi.org/10.1080/08974438.2015.1006974.
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge. Sustainability, 11(1), 209. https://doi.org/10.3390/su11010209
Wijaya, T., Utama, A., Mustikasaria, A., Sholikhah, Z., & Sinnappan, P. (2021). Motives and barriers of organic food consumption behaviour: a comparative study between Indonesia and Malaysia. International Journal of Green Economics, 16(1), 1-17. https://doi.org/10.1504/IJGE.2022.125555
Wojciechowska-Solis, J., & Soroka, A. (2017). Motives and barriers of organic food demand among polish consumers: A profile of the purchasers. British Food Journal, 119(9), 2040-2048. https://doi.org/10.1108/BFJ-09-2016-0439.
Yodkhum, S., Yodkhum, S.H., & Sampattagul, S. (2017). Life cycle GHG evaluation of organic rice production in northern Thailand. Journal of Environmental Management, 196, 217-223. https://doi.org/10.1016/j.jenvman.2017.03.004
Zander, K., Padel, S., & Zanoli, R. (2015). EU organic logo and its perception by consumers. British Food Journal, 117(5), 1506-1526. https://doi.org/10.1108/BFJ-08-2014-0298
Published
2025/10/14
Section
Original Scientific Paper
