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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

Standard

Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study. / Weber, Hanna; Loschelder, David D.; Lang, Daniel J. et al.
In: Journal of Marketing Management, Vol. 37, No. 11-12, 24.07.2021, p. 1148-1168.

Research output: Journal contributions › Journal articles › Research › peer-review

Harvard

Weber, H, Loschelder, DD, Lang, DJ & Wiek, A 2021, 'Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study', Journal of Marketing Management, vol. 37, no. 11-12, pp. 1148-1168. https://doi.org/10.1080/0267257X.2021.1897650

APA

Weber, H., Loschelder, D. D., Lang, D. J., & Wiek, A. (2021). Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study. Journal of Marketing Management, 37(11-12), 1148-1168. https://doi.org/10.1080/0267257X.2021.1897650

Vancouver

Weber H, Loschelder DD, Lang DJ, Wiek A. Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study. Journal of Marketing Management. 2021 Jul 24;37(11-12):1148-1168. Epub 2021 Mar 15. doi: 10.1080/0267257X.2021.1897650

Bibtex

@article{de74ad1f63434828ac57e98c4c5e14fc,
title = "Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study",
abstract = "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.",
keywords = "Experiential marketing, community-supported agriculture (CSA), consumer behaviour, global food supply, relational proximity, sustainability marketing, Transdisciplinary studies",
author = "Hanna Weber and Loschelder, {David D.} and Lang, {Daniel J.} and Arnim Wiek",
note = "Publisher Copyright: {\textcopyright} 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.",
year = "2021",
month = jul,
day = "24",
doi = "10.1080/0267257X.2021.1897650",
language = "English",
volume = "37",
pages = "1148--1168",
journal = "Journal of Marketing Management",
issn = "2333-6080",
publisher = "American Research Institute for Policy Development",
number = "11-12",

}

RIS

TY - JOUR

T1 - Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study

AU - Weber, Hanna

AU - Loschelder, David D.

AU - Lang, Daniel J.

AU - Wiek, Arnim

N1 - Publisher Copyright: © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

PY - 2021/7/24

Y1 - 2021/7/24

N2 - 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.

AB - 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.

KW - Experiential marketing

KW - community-supported agriculture (CSA)

KW - consumer behaviour

KW - global food supply

KW - relational proximity

KW - sustainability marketing

KW - Transdisciplinary studies

UR - http://www.scopus.com/inward/record.url?scp=85102694765&partnerID=8YFLogxK

U2 - 10.1080/0267257X.2021.1897650

DO - 10.1080/0267257X.2021.1897650

M3 - Journal articles

VL - 37

SP - 1148

EP - 1168

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 2333-6080

IS - 11-12

ER -

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DOI