CHALLENGES AND PERSPECTIVES FOR APPLICATION OF SUSTAINABLE MARKETING IN ORDER TO INCREASE THE CONSUMPTION OF ORGANIC DAIRY PRODUCTS IN THE REPUBLIC OF MACEDONIA

DOI: 10.7904/2068–4738–VII(13)–49

Katerina BOJKOVSKA1*, Monika ANGELOSKA–DICHOVSKA2, Tatjana PETKOVSKA MIRCHEVSKA3, Nikolce JANKULOVSKI4, Tatjana PETKOVSKA5, Elena JOSHEVSKA6

1,4,6University St. Kliment Ohridski–Bitola, Faculty of biotechnical sciences, Partizanska bb, 700 Bitola, REPUBLIC OF MACEDONIA

2University St. Kliment Ohridski–Bitola, Faculty of Economics, Marksova 133, 7500, Prilep, REPUBLIC OF MACEDONIA

3,5University St. Cyril and Methodius – Skopje, Institute of Economics, Prolet 1, 1000, Skopje, REPUBLIC OF MACEDONIA

*Corresponding author e–mail: katerina.bojkovska@uklo.edu.mk

Abstract. The main goal of this paper is to identify challenges and perspectives for application of sustainable marketing in order to increase demand and consumption of organic dairy products, i.e. to gain insight in consumers’ preferences, motives, attitudes and interests to buy organically produced dairy products in the Republic of Macedonia. This research draws on a survey of 209 respondents within the Republic of Macedonia. The descriptive analysis (Cross tabulation), the nonparametric test of significance Chi–square (χ2) and the correlation indicator Phi coefficient were all applied in examining the working hypothesis. The results of these study present organic buyers tend to be older, with higher education and with higher family income than those who do not buy them. However, the main barrier to increase the market share of organic dairy products is consumer information and availability of organic dairy products in the Republic of Macedonia.

Keyword: organic dairy products, consumption, sustainable marketing.

Comments are closed.