Green Brand Positioning as a Strategy to Guide the Green Marketing Mix: A Perspective on the Organic Food Supply Chain

Abstract

This paper aims to establish the coordinates of the green brand positioning, as well as the influence exerted on the marketing mix. The research method used was the in-depth individual interview, conducted among specialists from certified organic companies that have in their portfolio an organic food brand. The research was conducted among manufacturers, processors, distributors and retailers. The results showed that the decision on brand positioning influences the other marketing decisions, but differences were found depending on the type and size of the company. The 4Ps contribute to the communication of brand positioning, but the product is the central element. The current situation on the Romanian market makes the price variable to be decisive in influencing the purchase decision, while communication is essential due to the necessary information and education effort. Last but not least, the main objective of distribution is to facilitate consumer access to this product category.