Glogovețan Alexandra-Ioana, Pocol Cristina Bianca
Department of Animal Production and Food Safety, University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, 400372 Cluj-Napoca, Romania.
Foods. 2024 Mar 21;13(6):970. doi: 10.3390/foods13060970.
This study delves into the effectiveness of digital marketing strategies in promoting local agricultural and food products in Romania, certified with European Union quality schemes. By examining consumer profiles, preferences, and their awareness of EU quality labels, the research uncovers the motivations driving purchasing decisions and the influence of digital marketing on these choices. Utilizing quantitative methods, including a comprehensive survey across 903 respondents, the study identifies four distinct consumer segments: Eco-Advocates, Les Connaisseurs, Price-Sensitives, and Traditionalists. These segments exhibit unique behaviors and attitudes toward certified products. The research highlights the potential of digital marketing to significantly alter consumer behavior toward EU-certified products, underscoring the importance of tailored communication strategies. It contributes to the understanding of consumer segmentation in the context of European Union quality schemes, providing valuable insights for policymakers, marketers, and producers. The findings advocate for enhanced digital marketing efforts to increase awareness and appreciation of these certified products, thereby supporting the broader objectives of quality and certification in the European agricultural and food product sector.
本研究深入探讨了数字营销策略在推广罗马尼亚当地经欧盟质量计划认证的农产品和食品方面的有效性。通过研究消费者概况、偏好及其对欧盟质量标签的认知，该研究揭示了推动购买决策的动机以及数字营销对这些选择的影响。该研究采用定量方法，包括对903名受访者进行全面调查，确定了四个不同的消费者群体：生态倡导者、鉴赏家、价格敏感者和传统主义者。这些群体对认证产品表现出独特的行为和态度。该研究强调了数字营销显著改变消费者对欧盟认证产品行为的潜力，强调了量身定制沟通策略的重要性。它有助于理解欧盟质量计划背景下的消费者细分，为政策制定者、营销人员和生产商提供有价值的见解。研究结果主张加强数字营销努力，以提高对这些认证产品的认知和认可度，从而支持欧洲农产品和食品部门质量和认证的更广泛目标。
