The Consumption of Farm Products in Moscow: between Conscious Choice and Current Trend

This study features an attempt to discover and describe the essential sociolcultural values that are at the roots of the farmer products demand. Current research examines the demand on farm products in Moscow in response to different contexts such as: interest of the government, popularization of the entire farm products, propaganda of the farm products in mass media and in response to urban environment and social environment. The empirical foundation of the current study is based on the fourteen semi-structured interviews with consumers of the “LavkaLavka” and “VkusVill” farm products chains as well as on the interview with the Head of marketing department of “LavkaLavka”. During the research it was investigated that the category of mature consumption is tightly linked with the concepts of the life style. Mature consumption deems as on going philosophy that contains complex of practices and conditions. Vigorous propaganda of health life style and it consequential eutrophy in mass media evolves in farm products demand. Beside that formed demand of the farm products market also is explained from the economical and political views and more precisely development of the demand has been contributed by the imports phase-out program. Social environment being as a source of awareness of the farm products evolves the demand and the forthcoming inclusion to the such products category consumption.