Behavioral Peculiarities of Russian and American Consumers in Organic Food Industry

Background. The contemporary organic food industry rapidly develops for the reason that the quantity of people who decide to lead a healthy lifestyle multiplies. There is a little number of studies defining differences between Russian and American consumers’ behaviour in the organic food industry. The purpose of the majority research is to compare behavioural patterns of consumers focused on demographical and psychological criteria in one particular region. It makes the proposed project unique because of respondents’ geographical differentiation. Problem statement. The issue of the work is that the organic food industry develops extensively and requires deeper research of Russian and international consumers’ behavioural patterns in order to understand how to attract more customers. Therefore, the study’s aim is to identify the difference in consumption behaviour between American and Russian customers in the organic food industry and to develop recommendations for companies operating in Russian organic food market. Delimitations of the study. The first delimitation is in the chosen industry as the results cannot be applicable for other industries and entire food market in general. Secondly, the study’s aim is to learn consumer behavior in the whole industry, therefore the recommendations proposed to satisfy their needs are not given for particular companies but for the organizations operating in the industry in general. Thirdly, the sample turned out to be the biased one as most of the respondents were students. Finally, the reduction on the relevance of the output overtime. Professional significance. There are key modern tendencies in sustainability developing and rising of people’s awareness in society. Consequently, the organic food industry quickly develops. Hence, companies that provide products on the market have to know key trends and tendencies and understand motivation and requirements of their consumers to implement successful strategies. Proposed project heads to suggest practical tools and recommendations to achieve organizations’ goals to perform a successful social business.