THE POTENTIAL OF DIGITAL MARKETING IN THE PROMOTION OF ORGANIC AGRICULTURAL PRODUCTS

被引：0

作者：

Stojanovic, Milos ^{[1
]}

Gligorijevic, Jasmina ^{[2
]}

Grubor, Marina ^{[3
]}

Popovic, Milica ^{[4
]}

Coric, Biljana ^{[5
]}

Zarev, Darko ^{[6
]}

Smelcerovic, Miodrag ^{[7
]}

机构：

[1] Metropolitan Univ Belgrade, Tadeus Koscuska 63, Belgrade 11158, Serbia

[2] Univ Business Acad Novi Sad, Fac Appl Sci Nis, Visegradska 47, Nish 18000, Serbia

[3] Metropolitan Univ, Fac Management, Tadeus Koscuska 63, Belgrade 11158, Serbia

[4] Univ Union Nikola Tesla Belgrade, Fac Engn Management, Bulevar Vojvode Mis 43, Belgrade 11000, Serbia

[5] 1st Econ High Sch Belgrade, Cetinjska 5-7, Belgrade 11000, Serbia

[6] Team Chem DOO, Dusanova 54, Nish 18000, Serbia

[7] Univ Business Acad Novi Sad, Fac Appl Sci Nis, Visegradska 47, Nish 18000, Serbia

来源：

EKONOMIKA POLJOPRIVREDA-ECONOMICS OF AGRICULTURE | 2024年 / 71卷 / 04期

关键词：

digital marketing; organic; agricultural products; marketing; channels;

D O I：

10.59267/ekoPolj24041237S

中图分类号：

F3 [农业经济];

学科分类号：

0202 ; 020205 ; 1203 ;

摘要：

Organic agricultural production as a holistic approach that aims to promote food production without the use of synthetic organisms and the system of food production and use takes place in accordance with the principles of preserving biodiversity, soil and ecosystems. However, this system of agricultural production incurs significantly higher costs, and the price of organic agricultural products comes also at a high cost. In addition to the price, one of the most important aspects of acceptance of organic agricultural products by consumers is environmental awareness. The aim of this paper is to analyze the potential for the improvement of digital marketing channels for the promotion of organic agricultural products. The factor analysis applied in this paper has shown that advertising through digital marketing channels has the potential to boost sales, according to producers of organic agricultural products in the Republic of Serbia.

引用

页码：1237 / 1251

页数：15