Communication Strategies for Organic Dairy Products and Their Influence on Consumer Behaviour

As health lifestyle grows in popularity, more consumers are interested in the quality of food. This tendency drives fast changes in the organic industry. The aim of the research was to identify the factors that affect the consumption of organic milk products. In our research an attempt was made to find the key attributes for assessing organic milk by consumers. Between subject experiment was conducted in order to study the influence of three communication messages on purchasing decisions of organic milk. The 480 respondents were selected using the systematic method. Regression analysis is used to assess the importance of the following factors - health concerns, environmental behaviour, subjective norms, communication message, price and consumer characteristics. All in all, groups “health communication message” and “environmental-friendly communication message” showed significant impact on purchasing decisions of organic milk. However, organic milk purchase estimate in the group “animal-friendly communication messages” did not vary appreciably from the corresponding variable in the control group.  The results of this study will provide opportunity to give useful recommendations, which will help to improve marketing strategy for organic milk products.