CONSUMER BEHAVIOR OF ORGANIC FOOD CONSUMERS IN THE REPUBLIC OF NORTH MACEDONIA

Abstract

Customers, as well as companies that cater to the requirements and desires of their competitors, need to take into account consumer behavior and/or purchasing behavior. If consumers wish to manage and arrange their finances as they see fit, they must take responsibility for their own spending habits. Rush spending should be discouraged at all costs since it may quickly plunge a person into financial ruin. Businesses that observe consumer behavior will be able to determine how to design, manufacture, and promote items in a way that best suits the tastes and preferences of their target market. Conversely, consumers should monitor their purchasing patterns to determine how frugal they are with their money or, if necessary, make the necessary adjustments in order to prevent spending it on items they like but don't actually need.
Numerous studies come to the conclusion that effective market direction and development, as well as the negotiation of market opportunities, depend heavily on a deeper understanding of consumer perception of healthy food and its determinants. However, it is also critical to recognize that positive attributes are trust goods, meaning that consumers cannot independently verify them. Consequently, the degree and caliber of information that consumers possess and receive from the market greatly influences their decision-making process.
Giving consumers information about the safety or quality of their food can have a big welfare impact. Knowing how consumers look for and get information has long been regarded as essential to improving marketing decisions since information is most likely to be efficient and effective when it meets the specific demands of the target audience. The primary goal of the current paper is to examine the factors influencing consumer behavior toward organic and functional food products and to confirm the potential for further growth of these segments based on prior observations and research papers. This will enable the development of relevant consumer communication strategies based on market segmentation. The purpose of this study is to find out if consumers are aware that organic food incorporates sustainability as a fundamental component and focuses on sustainable consumption in general.