Perspectives for development of organic food market in the Krasnodar region of Russia

Organic food is gaining more and more consumers in all over the world, and many people are ready to pay for organic approach to food production as it perfectly aligns to the conception of sustainable development. However, due to number of reasons, not all countries have a developed market of organic food still. This paper aims to reveal the perspective of organic food market development in Russia. Particularly, this research is focused on people's awareness and attitudes towards organic agriculture in general as well as their quality preferences and readiness to buy organic products. The study is based on a survey executed among 331 interviewers in Krasnodar city who have been asked to answer 17 closed-ended questions. The received data have been classified and processed statistically in Microsoft Office Excel and SAS program (SAS Institute Inc. NC, USA). The findings show that majority of respondents consider organic products useful for health and would prefer to buy local and certified products, which could be a good incentive for farmers, including those who plan to switch to organic production methods. Besides, the research has disclosed the necessity of the certain communication policies in order to avoid an information asymmetry in organic products promotion.