Brand as a marketing tool for growth in organic sales: Evidence from Ukraine

Abstract

This article examines the role of a brand as a marketing tool for improving the sales of organic products. The study observes the features of the organic brand, namely consumer awareness, trust and brand communications, which influence the purchasing behaviour of consumers. Research shows the relevance of brand development for smallhold farmers’ association in the Ukrainian organic market. Preliminary data on brand-forming factors influencing consumer behaviour were collected by a survey of Ukrainian consumers. The results of the survey revealed a low level of awareness about organic products: 68 per cent of respondents were not familiar with its characteristics. The study presents the conceptual basis of the business model of brand association, and the conditions of its implementation by smallhold farmers who collectively sell an organic product. The authors argue that the implementation of this business model will improve smallhold farmers’ position in the Ukrainian organic market by building dynamic and systematic interactions with consumers.