Typologia konsumentów na rynku produktów ekologicznych
Typology of consumers on green product’s market

Summary/Abstract: The problem of environmental degradation results in the interest of consumers and businesses. An important aspect for the development of marketing activities are research on the typology of consumers, which make it possible to obtain information about the consumers market behavior, their conditions and mechanisms, as well as they are an important assistance in market segmentation, providing a much information and creating the basis in the range of needs and product groups. The objective of the paper is presentation of methodological aspects of the consumers typology and characterization of its role in creating a marketing strategy. There are indicated examples of consumers typologies on the organic products market, using the results of the secondary research.

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