The aim of the paper is to show the general trend of consumption in the Baltic countries. The member states of the European Union attach great importance to the well-being, health and the promotion of healthy lifestyle. In order to be able to make decisions on the future plan of action, COBEREN (Consumer Behaviour Erasmus Network) carried out a project with an aim of studying the food consumption habits in the European Union countries. The obtained results show the consumer habits of each participating state, although not on the regional level. This study will look at the consumption habits in the Baltic countries and find out the nature of consumption in those three states. The statistical method – analysis of variance – was used to analyse the COBEREN data. The main conclusion is that consumers of the Baltic countries do not differ greatly in their consumption habits.

The aim of the research is to determine the influence of brand associations on purchase intentions in the framework of organic products. In order to determine the influence of brand associations on purchase intentions in the organic product category, the organic yogurt was chosen as a product. The brands’ criteria grid was elaborated for the selection of the specific yogurt brands and three different yogurt brands were chosen for the research. Nine associations directly or indirectly associated with ecology were generated and approved by experts of marketing and advertising; namely: ‘organic’, ‘natural’, ‘ecological’, ‘healthy’, ‘nutritious’, ‘Lithuanian’, ‘tasty’, ‘regular’, and ‘expensive’. The empirical research with the selected brands and generated associations was composed of two parts: experiment and questionnaire survey. The research results revealed that brand associations have a huge impact on consumer purchase intentions in a framework of organic products. Proper and positive association development positively and directly influences consumer purchase intentions. Positioning of the brand as providing organic products is extremely important when seeking to develop brand associations with organic products; the naturalness, ecology of the product should be emphasised in marketing communication; a brand name should be meaningful and visual marketing communication should expose the ecology. For the future research, the analysis of the influence of brand associations on the conative consumer response in the frameworks of the remaining products categories is necessary.

Given the growing worldwide tendencies of online shopping and increasing popularity of online grocery shopping, building customer-based brand equity for online grocery stores is gaining its popularity among business owners and marketers. Building good customer-based brand equity is considered to be one of the crucial goals for online businesses that lead to successful competition and good customer experience. The aim of this research is to determine customer-based brand equity dimensions for online grocery stores. To reach the aim, this paper adopts analysis and synthesis of scientific and practical literature in the field of customer-based brand equity and empirical research of three stages: field analysis, expert interviews and customer survey. 33 dimensions of customer-based brand equity for online grocery stores grouped in 8 dimension clusters were generated from the field analysis and expert interviews. Generated dimensions were provided for the evaluation during the customer survey. Empirical research proved 31 valid dimensions of customer-based brand equity for online grocery stores evaluated as very relevant, relevant and of average relevance. Main drivers of customer-based brand equity for online grocery stores that proved to be very relevant are: saving time, good price, fresh products, quality of service, and reputation of retail chain behind.

This review paper discusses possibilities of the identification of local food products at brand features. Initially, it was examined whether the identification of food products is possible at brand features, after it was established what type of brand could be used for the identification of local food products – store brand or national brand. Local food meets both definitions: national brand products and store brand products. The scientific literature does not provide an answer to the question about the use of imported raw materials in manufacturing process of national level and store brand products. The answer is not provided if the food products, which contain imported raw materials, are considered to be local food. The methodology used for the research is based upon a literature review – a monographic method.