Marketing tools for the promotion of organic fertilizers in the conditions of modern agriculture
Year: 2024
Type: article
Abstract: The aim of the article. The purpose of this article is to develop recommendations for effective promotion channels and marketing tools for organic fertilizers in today's market conditions. Analysis results. The article deals with topical issues of promotion of organic fertilizers in the conditions of modern agriculture. The study highlights the positive effects of organic fertilizers on soil health and productivity. It has been shown that the use of organic fertilizers improves soil structure, increases water retention and activates microbial activity, which contributes to higher productivity of agricultural crops. In addition, organic fertilizers have been found to be less harmful to the environment, reducing the risk of soil and water pollution compared to their chemical counterparts. The impact of intensification of agricultural production on the transition to organic farming, which involves reducing the use of mineral fertilizers and pesticides, is considered. The target audience of producers of organic fertilizers has been determined, including farmers, organic farms, gardeners and environmentally conscious consumers. Promotion channels and marketing tools that promote awareness of organic fertilizers and their effective use are described. Conclusions and directions for further research. The article emphasizes the importance of using Internet resources, content marketing and other modern methods to achieve marketing goals. Prospects for further research and development of innovative technologies in the field of organic agriculture are presented. Thus, future research could explore innovative ways to improve the quality and consistency of organic raw materials, as well as the development of comprehensive training programs to support farmers in the transition to organic practices. Finally, long-term studies can be conducted to assess the long-term effects of organic fertilizers on soil health, crop productivity, and environmental sustainability. These recommendations emphasize the need for continued investment in research and development to support the widespread adoption of organic fertilizers. By addressing the challenges and building on the findings of this study, future research can contribute to the improvement of sustainable agricultural practices and the overall sustainability of the agricultural sector.
Author: Mariia Panchenko
Institution: Odesа Polytechnic National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409497404