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Organic Food Positioning: How Do Companies Want Their Brand To Be Perceived By Consumers?

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  • Mihai STOICA

    (The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

The intensification of consumers' concerns for personal health protection has conducted, among other things, to a change in purchasing behavior toward organic food. However, emerging markets are still characterized by low levels of organic food consumption. Therefore, companies present on this market are trying to find new ways to boost the consumption of organic food, along with placing their brands in the most favorable positions in the minds of consumers. This study aims to identify the positioning bases that companies want to highlight in order to outline the desired position of their brand. To achieve this goal, a qualitative research was conducted among producers/processors, distributors/importers, and retailers having organic food brands in their portfolio. The results of the research showed the focus of the companies on highlighting the attributes related to the product characteristics and the personal green benefits, at the expense of environmental, emotional, and symbolic benefits. Positioning bases related to consumption occasions, brand values, and association with fictional characters or celebrities play a secondary role in supporting the brand position. The research contributes to the classification and conceptualization of specific positioning bases for organic food brands, providing an overview of this topic at the supply chain level.

Suggested Citation

  • Mihai STOICA, 2023. "Organic Food Positioning: How Do Companies Want Their Brand To Be Perceived By Consumers?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 61-93, May.
    • Handle: RePEc:aio:manmar:v:xxi:y:2023:i:1:p:61-93
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    References listed on IDEAS

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    2. Narcis-Alexandru Bozga & Adina Cristea, 2016. "Defining Primary Brand Associations for the Strategic Positioning of Certified Organic Products," International Journal of Sustainable Economies Management (IJSEM), IGI Global, vol. 5(3), pages 37-50, July.
    3. Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013. "Brand orientation and market orientation — From alternatives to synergy," Journal of Business Research, Elsevier, vol. 66(1), pages 13-20.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    green brand positioning; organic food positioning; brand positioning bases; organic food; emerging market;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

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