Price sensitivity of consumers to organic food and the most frequently purchased categories

What is it about?

The postmodern consumer and, in particular, the 21st centuryconsumer is more demanding and seeks additional benefits.The development of the technologies and especially the socialnetworks have formed another core of consumers that arerelated to the concepts of a healthy lifestyle, green marketing,sustainable development, affecting their judgment when theydecide to make a purchase, who look for convenience whenshopping and pursue a different image.The biological foodstuffs are usually more expensiveand less harmful for the environment than their conventionalequivalents. The conflict between these concerns can bedescribed as a gap between the intention and the behavior.

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Photo by Bethany Szentesi on Unsplash

Photo by Bethany Szentesi on Unsplash

Why is it important?

In 2022, sales on the Bulgarian organic food market areestimated at around $40 million, or 3.2% higher than in 2021[14]. Based on the conducted survey, it has been establishedthat the price is not the leading factor in the purchase oforganic fresh milk by online respondents - proven users. Inthe other sample of potential consumers, less than a third(29.3%) would buy yogurt, as for them home production is analternative to organic production (20.4%). The mostfrequently purchased biological processed products are dairyproducts - cheese, milk, yellow cheese, butter (17.6%), thisconclusion is also confirmed by the report , citing distrustin the quality of conventional equivalents as the reason,despite the increased inflation .

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