MARKETING RESEARCH OF CONSUMER ADHERENCE TO ORGANIC MEDICINE

In recent years, there has been a significant increase in attention to green consumer behavior with regard to organic products such as food, care products, etc. But consumer behavior towards organic medicines has not been sufficiently studied. However, organic medicines are increasingly gaining popularity among consumers.
Purpose of the research. This study focuses on understanding the factors that influence the intention to purchase organic medicines. The study also attempted to explain the role of lack of knowledge as a deterrent in the intention to purchase organic medicines.
Methodology. Data was collected in two stages and conducted both online and in an oral survey. The survey was attended by consumers of two large cities of the republic.
Originality / value of the research. The obtained results help to understand the phenomenon of choice by consumers of organic drugs, and increase the theoretical basis for research in the field of green consumer behavior.
Findings. The study identified factors that have a significant effect on the intention to purchase organic medicines. These factors include health awareness, security, trust, knowledge, country of production, price sensitivity, advertising and effectiveness and such demographic indicators as gender and the presence of children in the family. Also, more than half of the respondents consider organic medicines to be effective along with synthetic medicines.
Conclusions. Can also be used by domestic medicines manufacturers in understanding consumer behavior and improving their marketing activities.

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