ПОТРЕБЛЕНИЕТО НА БИО И ЕКОПРОДУКТИ – МОТИВИ И ВЛИЯНИЯ НА ДЕМОГРАФСКИТЕ ХАРАКТЕРИСТИКИ
THE USE OF BIO AND ECO-PRODUCTS – MOTIVES AND THE IMPACT OF DEMOGRAPHICS

Author(s): Svilen Venkov Ivanov, Vanya Kraleva
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: bio products; eco-products; qualitative methods
Summary/Abstract: The main objective of this report is to analyze the motives behind the decision to consume bio and eco-products and the role that demographic characteristics play in this process. In order to fulfill this goal, there was conducted a research including a combination of qualitative and quantitative studies among Bulgarian respondents. In the qualitative study it was found that the main motive for the purchase of bio and ecoproducts is the care for the personal and family health of the respondents. The analysis of the quantitative data collected within the research program reveals a fairly insignificant impact of demographic characteristics on the purchasing decision. The results of the conducted research can serve to build strategies for positioning bio and eco-products on the Bulgarian market. They can also be used in further studies of the decision-making mechanism in the segment of these consumers.

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