Iryna Novytska’s research while affiliated with National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” and other places

There are various sources of sales of organic products, their advantages and disadvantages are considered in the article. The distribution of different sales channels of such products is developed European countries is given. The main attention is paid to the motivational factors of the purchase of organic products at different points of sale and the implementation of specific marketing strategies for the agri-food system in the market of organic products is proposed. It is the development of sales of organic products among producers in the regions and effective organization of exchange and trade, their optimal territorial organization are the most important factors in stabilizing organic production and an important prerequisite for saturation of the food market. The methodological basis of the study is the dialectical method of cognition, modern concepts of organization and management of sales channels of organic products, general scientific techniques and methods, in particular: abstract-logical; historical and economic; statistical and economic; system-structural. The system approach is used in the work, which consists in a complex research of sales channels of organic products.

The availability of digital technologies for a wide variety of companies opens up fundamentally new opportunities for the collection and analysis of information about markets and consumers, the implementation of marketing communications with customers and the formation of brand awareness. Digital marketing provides interaction with customers and business partners using digital information and communication technologies and electronic means. The purpose of the research is to study the features of digital marketing in the sphere of promotion of organic products based on the investigation of the experience of European Union’s countries. Design/Methodology/Approach: economic and statistical analysis and comparison; economic and mathematical method; formalization; analysis and synthesis; historical and logical methods; generalization. As a result of the study, it has been established that the development of digital marketing in the sphere of promoting organic products is in its infancy. It depends on the structure of producers, which is formed according to the principle of family farms or small farm enterprises with no more than 15 employees without a special position of a marketer. It has been proved that social networks are the main channels of digital marketing of enterprises - producers of organic products, forasmuch as they do not require additional costs to attract a specialist on marketing.