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Author(s): Peter Šedík, Elena Horská, Andrzej Krasnodębski, Monika Bieniasz

Title: Marketing Approach in Role and Importance of Pollinators in Gardens: A Preliminary Study

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6

DOI: https://doi.org/10.15414/isd2018.s2-3.09

Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 671-682

Published on-line: 2018-11-09

Language: eng

Abstract: The population of pollinators is decreasing despite their importance in agriculture and ecosystem. The purpose of this paper is to evaluate the situation of pollinators, including honey bees in gardens and close surrounding of selected regions in Slovakia and Poland. Primary data were obtained via questionnaire survey focused on respondents with gardens. The questionnaire was distributed online via emails and social media during July – November 2017. Respondents evaluated the population of pollinators, importance, and biodiversity using scaling method. Descriptive statistics and Mann-Whitney test were applied for data analyses. Based on results from both countries, the majority of respondents regularly observe pollinators in their gardens where the most frequent pollinators are bees and bumblebees. Nearly all respondents are aware of their role in increasing yields in gardens and consider pollinators very important. Overall, the respondents are aware of the threat from pesticides used in intensive agriculture and perceive population of pollinators as insufficient in their gardens. However, the majority of them do not build natural shelters in their gardens. In Slovakia, most respondents usually grow bee friendly plants near orchards and vegetable gardens in order to attract pollinators, while in Poland the majority of respondents grow bee friendly plants unintentionally and not near orchards and vegetable gardens. In conclusion, people should be educated about the importance of pollinators in ecosystem and their essential role in gardens and agriculture. The most adequate teachers should be beekeepers who are familiar with this issue, and by using proper marketing communication it could create an important platform for their promotion in society.

Keywords: marketing communication, Poland, pollinators, gardens, Slovakia

JEL Classification: M31, Q13, Q57

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.