Marketing of Ecological and Organic Products, Strategies and Development Paths

Abstract

Currently, the marketing of ecological and organic products is gaining increasing importance around the world. The growing demand of consumers for environmentally friendly and healthy products creates the need to introduce new marketing strategies in this area. This article analyzes the important aspects of ecological and organic product marketing, effective strategies, and development paths of the industry. Innovative marketing approaches, including digital marketing, ecological branding, green advertising, and customer influence strategies, can yield effective results in the organic product market. In addition, the introduction of international ecological certificates (EU Organic, USDA Organic, ECOCERT) and local standards increases confidence and competitiveness in the market. The results of the study show that the use of social networks, e-commerce platforms, and direct sales channels is important in promoting ecological products. At the same time, state support, consumer awareness, and the development of sustainable production systems are among the important aspects of ecological product marketing. The article provides suggestions for improving the marketing of ecological and organic products and highlights the future prospects of this industry.