Marketing tools for consumers involvement in organic products purchase

Abstract

Sustainable consumption is becoming more and more relevant concept, which is oriented to consumers’ well-being, advertisement of ecological products and increase of competitiveness of ecological companies. Due to the constantly increasing demand of ecological products, supply of such products is increasing as well, however not all of the producers know if the marketing strategy used by them corresponds to the actual situation in the market. Because of this reason one of the most essential tasks of marketing specialists is changing consumers’ attitude towards the product in the way that this would promote the decision of purchasing. In order to evaluate certified ecological production subjects, multicriteria decision analysis method TOPSIS is applied in the article.