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The main goal of this paper is to identify challenges and perspectives for application of sustainable marketing in order to increase demand and consumption of organic dairy products, i.e. to gain insight in consumers’ preferences, motives, attitudes and interests to buy organically produced dairy products in the Republic of Macedonia. This research draws on a survey of 209 respondents within the Republic of Macedonia. The descriptive analysis (Cross tabulation), the nonparametric test of significance Chi–square (χ2) and the correlation indicator Phi coefficient were all applied in examining the working hypothesis. The results of these study present organic buyers tend to be older, with higher education and with higher family income than those who do not buy them. However, the main barrier to increase the market share of organic dairy products is consumer information and availability of organic dairy products in the Republic of Macedonia. Keyword: organic dairy products, consumption, sustainable marketing.

banat's journal biotechnology

CHALLENGES AND PERSPECTIVES FOR APPLICATION OF SUSTAINABLE MARKETING IN ORDER TO INCREASE THE CONSUMPTION OF ORGANIC DAIRY PRODUCTS IN THE REPUBLIC OF MACEDONIA