Research of Bulgarian Consumers’ Reactions to Organic Foods as a New Product
Research of Bulgarian Consumers’ Reactions to Organic Foods as a New Product

Author(s): Milena Todorova, Svilena Ruskova, Svilen Kunev
Subject(s): Social Sciences, Economy
Published by: Vysoká škola ekonomická v Praze
Keywords: Consumer behavior; organic foods; new product; adoption of innovation; resistance to innovations
Summary/Abstract: Purpose:The present research aims to study factors influencing Bulgarians consumer behavior (by the example of Ruse region) towards organic foods and to describe their reactions to this innovative for the Bulgarian market product. In result, consumer profiles are derived in two directions –of adopters of organic foods and of non-adopters performing a reaction of resistance to this type of innovation. Design/methodology/approach: Empirical data have been collected through an inquiry conducted among final consumers who live on the area of Republic Bulgaria, in Ruse and Ruse region (level NUTS 2). The questionnaire consists of introducing, essential and closing questions. According to data from the Bulgarian National Statistical Institute the population size formed by consumers living in this area at 15 and above is 195 447. The sample size is 384. The method used for selection of the sample units is “complex random sample”. The received data have been processed by descriptive statistical methods in order to form consumer profiles. Findings: The following consumer profiles are described: 1.adopters of bio foods –well-informed buyers, willing to ensure healthy living of themselves and their families;2. non-adopters -resistant to bio foods at the time of the research. They are divided in three groups: the first one includes those who postpone the adoption of bio foods because of low incomes or/ and insufficient information; the second group –those who reject bio foods because of distrust in their quality; the third group –reject bio foods because they do not feel necessity of such type of products, not interested in learning more about them. Research/practical implications:The present paper studies the real and possible reactions of Bulgarian consumers to organic foods as a new product.In result of the data analysis it can be concluded that although there is a center of firm and regular consumers, who have already adopted bio foods, the bigger part of Bulgarians performsone of the forms of resistance –postponement, rejection or opposition. The research results would be useful to producers or distributors of bio foods as they reveal the expected barriers to the adoption of this new product and suggest some actions for overcoming them. Originality/value:The paper aims to be useful for producers and distributors of organic foods through applying certain actions for increasing the awareness and decreasing the level of perceived risk connected with them by real or potential buyers. At the same time stimulating adoption and diffusion of organic foods will have positive impact on societal health andenvironment as well.

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