THE ROLE OF BRAND IMAGE IN THE PERCEPTION OF THE QUALITY OF ORGANIC PRODUCTS AND THE PSYCHOLOGY OF THE "GREEN" CONSUMER

Abstract

The purpose of the study is to substantiate the role of brand image in forming the perception of the quality of organic products, taking into account psychological motives, value orientations and behavioral characteristics of the "green" consumer. The object of the study is the process of consumer perception of the quality of organic products under the influence of brand image, marketing communication, trust in the manufacturer and environmentally oriented attitudes of buyers. The article examines the role of brand image in the perception of the quality of organic products and reveals the psychological characteristics of the behavior of the "green" consumer. It is substantiated that in the conditions of growing interest in healthy eating, environmental responsibility and sustainable consumption, organic products are gaining importance not only as a product, but also as a carrier of certain values, social attitudes and lifestyle. It is determined that the consumer does not always have the opportunity to independently verify the real quality of an organic product, therefore, an important role is played by the brand reputation, certification, transparency of production, origin of raw materials, packaging design, ethical communication and the absence of manipulative environmental claims. It is proven that the brand image acts as a mediator between the objective characteristics of the product and their subjective perception by the buyer, because positive associations with the brand can strengthen trust in the quality, safety, naturalness and usefulness of organic products. Particular attention is paid to the psychology of the "green" consumer, for whom the purchase of organic products is a way of self-expression, confirmation of one's own responsibility, concern for health and support for environmentally friendly production. It is shown that the purchase decision is influenced not only by rational factors, in particular price, composition and certificates, but also by emotional and social motives, including trust, a sense of making the right choice, belonging to a responsible community and the desire to avoid dishonest "green" camouflage.