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The Role of Marketing in Shaping the Development of the Market of Organic Farming Products in Poland

Author

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  • Magdalena Sobocińska

    (Department of Marketing Research, Faculty of Management, Wroclaw University of Economics and Business, 53-345 Wroclaw, Poland)

  • Krystyna Mazurek-Łopacińska

    (Department of Marketing Research, Faculty of Management, Wroclaw University of Economics and Business, 53-345 Wroclaw, Poland)

  • Stanisław Skowron

    (Department of Strategy and Business Planning, Faculty of Management, Lublin University of Technology, 20-618 Lublin, Poland)

  • Andrzej Graczyk

    (Department of Ecological Economics, Faculty of Economics and Finance, Wroclaw University of Economics and Business, 53-345 Wroclaw, Poland)

  • Karol Kociszewski

    (Department of Ecological Economics, Faculty of Economics and Finance, Wroclaw University of Economics and Business, 53-345 Wroclaw, Poland)

Abstract

The natural environment is one of the areas of sustainable development. The implementation of the goals of sustainable development is associated with the creation of conditions supporting ecological behaviours as well as the greening of consumption. It cannot be ignored that the implementation of behavioural marketing concepts contributed to the development of excessive consumerism, whereas the use of marketing innovations by enterprises with high strategic potential and dominant market position often translated into shortening product life cycles. In this context, there arises a research question concerning the role that marketing has to perform nowadays, and the challenges to its concept, resulting from sustainable development. The paper is based on literature studies and the results of an empirical research that was performed on a sample of 140 entities shaping the offer of organic farming products in Poland. The study included both organic farming entities and entities dealing with the distribution of organic farming products in Poland. The goal of the paper is to show the role of marketing as a multi-paradigmatic concept in shaping the development of the market of organic farming products in Poland. The analysis of the research results aimed at identifying the reasons for introducing organic farming products by distributors into their offer, as well as showing the nature of the relationships between producers and distributors of organic farming products in Poland. The analysis of the research results shows that the relationships between producers and distributors of organic farming products in Poland are perceived by both parties as long-term and based on trust. Special attention is also paid to the hierarchy of factors stimulating the development of sales of organic farming products in Poland. Identification of stimulants for the development of the market of organic farming products indicates the great importance of marketing in this area because the main factors of development of this market are of marketing nature or are inherently related to marketing.

Suggested Citation

  • Magdalena Sobocińska & Krystyna Mazurek-Łopacińska & Stanisław Skowron & Andrzej Graczyk & Karol Kociszewski, 2020. "The Role of Marketing in Shaping the Development of the Market of Organic Farming Products in Poland," Sustainability, MDPI, vol. 13(1), pages 1-20, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:130-:d:468148
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    References listed on IDEAS

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    1. Grzegorz Szymański, 2021. "Marketing Activities of Local Food Producers in E-Commerce," Sustainability, MDPI, vol. 13(16), pages 1-20, August.

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