Organic farming brand identity : meeting trends, building trust

Autores/as

  • Anna Maria Nikodemska-Wolowik University of Gdansk. Faculty of Economics. Institute of International Business

DOI:

https://doi.org/10.18002/pec.v0i8.682

Palabras clave:

Producto ecológico, Agricultura ecológica, Unión Europea, Identidad de marca, Confianza del consumidor, Organic food, Organic farming, European Union, Brand identity, Consumer trust

Resumen

The Organic Farming (OF) concept plays a significant role in contemporary market competition in European and other economies. This issue is the main target of the paper. The OF certification mark is dealt with as a specific brand and its meaning is presented from different points of view. The author puts special emphasis on creating customer benefits and trust due to the OF certification mark. The mark can become an effective tool of building strong relationship between supply and demand sides of the market.

El concepto de Agricultura Ecológica (AE) tiene un papel importante en la competencia del mercado contemporáneo tanto en la economía europea como en la de otros países. Este aspecto es el objetivo principal de este artículo. La certificación de AE se considera como marca específica y su significado se presenta desde diferentes perspectivas. El autor centra su atención en la creación del beneficio del consumidor y confianza debido a la certificación de marca de AL Ésta puede convertirse en una herramienta efectiva para la creación de una estrecha relación entre la oferta y la demanda del mercado.

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Citas

COMMISSION EUROPEENNE. Direction Generale de L'Agriculture et du Developpement Rural (2005) Organic Farming in the European Union. Facts and Figures. Bruxelles.

COUNCIL REGULATION (EEC) No 2092/91 on Organic Farming, Article 6.

DE CHERNATONY, L. (2003) Marka. Wizja i tworzenie marki. Gdansk: GWP.

EU Document (2001) A Sustainable Europe for Better World. Commission's proposal to the Göteborg European Council, 264.

EU Document (2004) European Action Plan for Organic Food and Farming. Commission Staff Working Document, Annex to the Communication from the Commission [COM (2004) 415 final]. Brussels, SEC (2004) 739.

EUROPEAN COMMISSION DOCUMENTS. Organic Farming

FABER, S. (2006) "Demand for OF Growing Faster Than Domestic Supply", Chesapeake Bay Journal, 16, No. 1, March

LE GUILLOU, G. & A. SCHARPE (2001) Organic Farming. Guide to Community Rules. Luxembourg: European Communities, European Commission Directorate-General for Agriculture.

LLORENS ABANDO, L. & E. ROHNER-THIELEN (2007) "Different Organic Farming Patterns within EU-25. An Overview of the Current Situation", Statistics in Focus. Agriculture and Fisheries, 69. European Communities: Eurostat.

MAKATOUNI, A. (2002) "What Motivates Consumers to Buy Organic Food in the UK. Results from a Qualitative Study", British Food Journal, 3-5, pp. 345-352.

MORGAN, C.L. (1999) Logos: Logo, Identity, Brand, Culture. Hove, East Sussex: RotoVision.

ZANOLI, R. & S. NASPETTI (2001) "Values and Ethics in Organic Food Consumption". M. PASQUALI (ed.) Preprints of EurSafe. Milan: A&Q, pp. 411-415.

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Publicado

2009-06-01

Cómo citar

Nikodemska-Wolowik, A. M. (2009). Organic farming brand identity : meeting trends, building trust. Pecvnia : Revista de la Facultad de Ciencias Económicas y Empresariales, Universidad de León, (8), 263–275. https://doi.org/10.18002/pec.v0i8.682

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Artículos