SMALL FARMERS FROM RURAL AREAS ATTITUDE ON ORGANIC FOOD

Abstract

This paper is one of the few marketing research done in rural areas of attitudes towards green products. Even if the subject is generally treated at the international level, Romania has an important specific is to be taken into account in the European area. Size of agricultural holdings and their degree of technology do not have the desired agricultural economic efficiency of modern economies. But by applying marketing techniques and by approaching customer needs, the agricultural sector in Romania can develop in another direction no longer going through the business model of major West European farmers. We are referring here to transition to a agriculture on small areas, intensively exploited and ecology and a system of distributed in the markets with a big search for such products. But he must know how people in rural areas see these green products and how they are trained to understand the concepts of green marketing and marketing organic products. These issues have been dealt with in the first part of the work. The second part of this paper aims to describe the attitude of small agricultural producers towards organic products and the degree in which they are willing to go to such a production. Research is based on a survey an explorer in two rural areas of Romania one at the mountain and the other in lowlands and shows the degree of adaptation for small producers to new market requirements. Results have been contradictory. Some of them have confirmed the assumptions, namely the opening to such a grown for, and others have shown a much greater degree of the use of chemical compounds in agriculture than expected. Also the degree of taking the initiative in rural areas was an issue that came out at a level lower than expected. This is a worrying conclusion but worth being taken into account. This research gives the image concept in rural areas being the starting point for further research and strategies which to propose turning Romania into a net exporter of organic production