Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study
Research output: Journal contributions › Journal articles › Research › peer-review
Authors
Creating connections between consumers and producers (relational proximity) seems a promising approach to foster sustainable consumption behaviour in international food supply. In this intervention study, we tested three experiential marketing interventions to connect consumers to producers of an international community-supported agriculture (CSA) partnership for coffee (Teikei Coffee). Consumers (N = 136), recruited at a fair for sustainable products and lifestyles in Germany, (a) watched a promotional video about the coffee CSA, (b) attended a presentation of the coffee CSA, or (c) participated in a mindful tasting experience of the CSA coffee. Findings indicate that experiential marketing tools, to varying degrees, indeed create connections from consumers to producers, thereby fostering sustainable consumption behaviour. The findings can inform international food supply marketing efforts aimed at stimulating sustainable consumption.
| Original language | English |
|---|---|
| Journal | Journal of Marketing Management |
| Volume | 37 |
| Issue number | 11-12 |
| Pages (from-to) | 1148-1168 |
| Number of pages | 21 |
| ISSN | 2333-6080 |
| DOIs | |
| Publication status | Published - 24.07.2021 |
Bibliographical note
Funding Information:
We would like to thank the Teikei Coffee team for their collaboration and support in conducting this study. This research was made possible within the graduate school ‘Processes of Sustainability Transformation’, which is a cooperation between Leuphana University of Lüneburg and the Robert Bosch Stiftung. We gratefully acknowledge the financial support from the Robert Bosch Stiftung (12.5.F082.0021.0).
Funding Information:
This work was supported by the Robert Bosch Stiftung [grant # 12.5.F082.0021.0] and was realized within the graduate school ?Processes of Sustainability Transformation?, which is a cooperation between Leuphana University of L?neburg and the Robert Bosch Stiftung. We would like to thank the Teikei Coffee team for their collaboration and support in conducting this study. This research was made possible within the graduate school ?Processes of Sustainability Transformation?, which is a cooperation between Leuphana University of L?neburg and the Robert Bosch Stiftung. We gratefully acknowledge the financial support from the Robert Bosch Stiftung (12.5.F082.0021.0).
Publisher Copyright:
© 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
- Experiential marketing, community-supported agriculture (CSA), consumer behaviour, global food supply, relational proximity, sustainability marketing
- Transdisciplinary studies