THE POTENTIAL OF DIGITAL MARKETING IN THE PROMOTION OF ORGANIC AGRICULTURAL PRODUCTS

Miloš Stojanović; Jasmina Gligorijević; Marina Grubor; Milica Popović; Biljana Ćorić; Darko Zarev; Miodrag  Šmelcerović

doi:10.59267/ekoPolj24041237S

Authors

Miloš Stojanović Metropolitan University Belgrade, Tadeuša Košćuška 63, 11158 Belgrade, Serbia https://orcid.org/0009-0009-3774-6483
Jasmina Gligorijević Faculty of Applied Science in Niš, University Business Academy in Novi Sad, Višegradska 47, 18000 Niš, Serbia https://orcid.org/0009-0003-1809-2054
Marina Grubor Faculty of Management, Metropolitan University, Tadeuša Košćuška 63, 11158 Belgrade, Serbia https://orcid.org/0009-0000-0130-5197
Milica Popović Faculty of Engineering Management, University “Union - Nikola Tesla” Belgrade Bulevar Vojvode Mišića 43, 11000 Belgrade, Serbia https://orcid.org/0000-0002-5783-671X
Biljana Ćorić High School Belgrade, Cetinjska 5-7, 11000 Belgrade, Serbia https://orcid.org/0009-0000-7914-3554
Darko Zarev Team-chem D.O.O., Niš, Dušanova 54, 18000 Niš, Serbia https://orcid.org/0009-0008-7337-7235
Miodrag Šmelcerović Faculty of Applied Science in Niš, University Business Academy in Novi Sad, Višegradska 47, 18000 Niš, Serbia https://orcid.org/0000-0003-3556-5776

DOI:

https://doi.org/10.59267/ekoPolj24041237S

Keywords:

digital marketing, organic agricultural products, marketing channels

Abstract

Organic agricultural production as a holistic approach that aims to promote food production without the use of synthetic chemical fertilizers, pesticides, genetically modified organisms and the system of food production and use takes place in accordance with the principles of preserving biodiversity, soil and ecosystems. However, this system of agricultural production incurs significantly higher costs, and the price of organic agricultural products comes also at a high cost. In addition to the price, one of the most important aspects of acceptance of organic agricultural products by consumers is environmental awareness. The aim of this paper is to analyze the potential for the improvement of digital marketing channels for the promotion of organic agricultural products. The factor analysis applied in this paper has shown that advertising through digital marketing channels has the potential to boost sales, according to producers of organic agricultural products in the Republic of Serbia.

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