Marketing of ecological agriculture and eco-products
2005
Kretter, A.(Slovenska polnohospodarska univ. v Nitre (Slovak Republic))
Ecological agriculture results from the biological attitude where the nature is represented as a whole. Its goal is a sustainable and ecologically balanced agricultural system producing high quality food-stuffs, protecting and making use of natural resources and the nature in a sustainable way. Ecologically fiendly food-stuffs are the major market output of ecological farming. To apply them successfully in the market, it is necessary to recognize consumers needs, possibilities and to attract consumers interest in such eco-friendly food-stuffs. Marketing is one important part of ecological farming management. Eco-marketing can be described as a complex way of enterprise marketing strategies and marketing tools in order to improve the environment of people, animals and plants and to support consumers ecological life styles. Ecologically oriented marketing is a constructive marketing which has a tendency to create long-term competitive advantages of products. It leads to different ways of thinking as well as to other priority criteria. It provides new reasons for attracting the consumers interest and leads to many advantages relating to competition. It also contributes to overcoming obstacles relating to the old and deep-rooted stereotypes and prejudices.
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