Management Theory and Studies for Rural Business and Infrastructure Development, Volume 20

Consumer perception of ecological food product

Rimantas Stašys, Tomas Tarasevičius


Research of how customers perceive ecological food products has to be conducted in order
to define consumer behavior and foresee opportunities of the eco food product growth. Consumer
behavior depends on social, economic and cultural context. Thus, research methods have
to be developed for every single case, which turns into scientific problem.
This article deals with the factors that form consumer perception of the ecological food
product, defines basic specific features of this particular market and describes its growth possibilities.
Objective – define consumer perception of the ecological food product.
Key points: 1. Characterize basic features of the ecological food product important to
consumers; 2. Define major characteristics of the ecological food market; 3. Determine possibilities
of this particular market growth. Such common research methods as comparative scientific
literature analysis and systemic logical analysis have been used when researching and analyzing
ecological food products and basic market characteristics.
1. Ecological foods products are perceived by consumers as healthy, safe, nutritious, vitamin
rich, tasty, local, expensive, scarce and remarkable food. Some of the features have not
been scientifically proven. However, all of these characteristics regardless if seeming or proven
influence consumer perception of the ecological food products.
2. Ecological food market could be defined as the market where consumption changes
with the time; demand for the ecological precooked food increases and depends on consumer
age, sex, education and occupation; ecological food market growth is stimulated by country’s
3. It is important to reduce ecological food prices, improve its accessibility and unify
EU trade marks in order to develop and sustain ecological food market.

Keyword(s): demand factors, ecological food product, ecological food product market

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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.