Abstract:

The paper follows two main objectives: to understand consumers’ perception and image of bio-pesticides products and to identify communication levers in order to improve the perceived image of bio-pesticide products. Orientations in terms of communication are product-focused and aim at enhancing the reputation of products, consequently with impact on product consumption. The present research is focused on the bio-pesticide products, regardless of their presentation. This paper conducted a questionnaire survey of Romanian consumers’ perception toward bio-pesticide products. The empirical study with bio-pesticide brands indicated that farmers shown different awareness to domestic and foreign products. National bio-pesticide products got more attention from the consumers. Foreign bio-pesticide products had higher perceptive price, but Romanian bio-pesticide products acquired higher perceptive value, and got a better rank in the preference list and in the purchase intention of the consumers.