Given the importance of sustainability attributes in communicating the
sustainability performance of products, there have been numerous empirical
studies examining the potential role of such attributes in influencing
consumer preferences and driving purchase decisions (e.g. Loose and
Remaud, 2013, Zepeda et al., 2013, Auger et al., 2010).
Companies are trying to achieve these goals in multiple ways, such as
production processes that are less harmful for the environment, investments
in innovative technologies, the achievement of quality standards and
certifications, investments in image and brand equity, and the development
of new sustainable products designed to conquer new market segments
[5,6,7].
Findings from these studies suggest that even if a large number of
consumers declare themselves aware of environmental issues and express
their intention to purchase sustainable products by changing their
consumption habits and paying a higher price, the market share of
sustainable products does not exceed 3–4% [12,13].
However, despite the number and relevance of the contributions, the
literature investigating consumers’ perceptions of sustainable products still
provides uncertain and inconclusive results. It is common for different
studies to assign different importance to similar factors. For example, using
the theory of planned behaviour, the authors in [15] find that the purchasing
behaviour of organic food consumers is positively influenced by intention and
negatively by subjective norms.
The digital revolution is transforming marketing strategies. Businesses
evolving their ways of thinking an innovative methods to communicate with
and satisfy their customers. The food and beverage industry is undergoing
changes also due to shifting consumer preferences and tastes as well as
businesses leveraging technology to gain a competitive edge (Ma, J.; Webb,
T.; Schwartz, Z. A 2021)
Customers' desires from businesses are shifting as a result of the way they
are living their lives. They enjoy being involved in the creation of goods and
services and seek for unique experiences, convenience, and professional
assistance. To live up to these expectations, marketers must alter the way
they promote their goods ( Kapoor, R.; Kapoor, K. 2021)
It's really important for companies to include sustainability in their marketing
plans now. Showing that they're environmentally friendly and socially
responsible helps them compete better. (Arseculeratne, D.; Yazdanifard, R.
2014)
Both companies and researchers are very interested in this type of marketing
because they think it's a powerful way for businesses to succeed in the long
run. Sustainable marketing helps businesses show how they're working to be
more eco-friendly and socially responsible, which is crucial for running a
sustainable business.
Resource deficiencies and ecological changes which endanger people and
different species are as of now not only future situations or the subject of
science fiction. We are presently seeing signs of the natural dangers that can
be anticipated in the event that inefficient ways of life in industrialized
nations stay unchange and assuming that the human populace keeps on
developing at a quick speed. Environmental change, species elimination, and
food deficiencies are unmistakable models. Sadly, the individuals who are
most exceedingly awful impacted by these dangers are not really the ones
who are the fundamental culprits (Böhm and Hanss, 2012).
Sustainable Consumption Transition (SCT) is complicated and stays an issue
in the utilization cycle because of the idea of customer conduct, which would
preferably be environment friendly (Dong et al., 2020). Despite this, SCT is
difficult to achieve: the need for a transition by minimizing the negative
environmental effects of post-consumption product waste has been
emphasized. For instance, Notarnicola (2017) observed that a lack of
attention to consumer behavior is to blame for the ongoing trend toward
unsustainable consumption.
Ecolabels are yet to be typical, yet there are various motivations to figure
they might assist with moving purchaser conduct. Nutrition and health
labeling on food sources is presently generally executed, with research
showing such marks lead to little changes in buying and utilization ways of
behaving, for instance by lessening the energy content in food and
beverages bought and expanding buying of things with health related claims
(Crockett et al., 2018). Priliminary evidence suggests ecolabeling might be a
method for satisfying cultural needs for more prominent straightforwardness
in revealing food creation techniques (D'Amico et al., 2016).
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