CONSUMER BEHAVIOUR MODEL FOR ORGANIC PRODUCTS: AN EMPIRICAL STUDY OF THE UK MARKET

Abstract

B a c k g r o u n d . The growing global demand for organic products is driven by the intensification of environmental problems and a shift in consumer priorities toward safe and sustainable goods. The organic products market is shaped by a combination of economic, social, and cultural factors, which calls for a detailed examination of consumer behavior models in international markets. The purpose of this study is to enhance theoretical approaches and develop practical recommendations for applying consumer behavior models as a basis for effective strategies for businesses operating in international organic markets, thereby promoting the sustainable development of Ukraine's economy. The object of the study is the economic relations between producers and consumers in international organic markets, while the subject of the study is the theoretical and methodological aspects of forming consumer behavior models in these markets.

M e t h o d s . The research is based on the comprehensive application of general scientific methods (analysis and synthesis, induction and deduction, analogy and comparison, classification, systematization, quantitative and statistical analysis, etc.) and specific scientific methods (hypothetical, theoretical modeling, and visual-graphical methods). This approach made it possible to combine theoretical analysis with empirical observations to achieve the research objectives.

R e s u l t s . It was found that none of the analyzed consumer behavior models in the domestic or international economic literature fully captures all aspects of the behavior of organic product consumers. Therefore, a comprehensive model was developed that integrates cognitive, emotional, and value dimensions in shaping consumer intention and translating it into behavior. This model served as the foundation for developing a strategy to promote the company "Danube Agrarian" in the UK market. In addition, the study identified positive social and environmental effects of the organic sector's development on Ukraine's economy.

C o n c l u s i o n s . The proposed model serves as a tool for predicting consumer behavior and can be used as a basis for developing strategies to promote products in international markets. The results obtained have practical significance for Ukrainian producers of organic products and will contribute to enhancing Ukraine's competitiveness in the global market and advancing its transition toward a sustainable development model.