HEALTH AS A DETERMINANT OF THE DEVELOPMENT OF THE ORGANIC FOOD MARKET

Abstract

This article attempts to answer the questions if the desire to maintain good health is a major factor in the development of the organic food market and whether managers in the organic food market should focus on this factor in marketing communication strategies to win new customers and increase the number of buyers regularly. The organic food market is one of the most dynamically developing sectors of the food industry, but it is still small. Consumers who appreciate healthy lifestyle, taste, life in clean environment can become potential buyers of organic food. Our study shows that health is an important motive of organic food consumption. Practitioners during the construction of promotional message, especially in mature markets should in the future pay attention to the environmental benefits and sustainable mode of production, while all the nutritional and health benefits should be treated only as a premium. There is no conclusive evidence that organic food is more health than conventional alternatives.