Consumer, Retailer, and Producer Green Orientation as a Marketing Driver: An Empirical Study in an Urban Food Market

This article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perception...

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Bibliographic Details
Published in:Sustainability 2023-02, Vol.15 (4), p.3439
Main Authors: Xara-Brasil, Duarte, Cordeiro, João Pedro, Carvalho, Luísa Cagica, Pardal, Pedro, Silveira, Paulo Duarte
Format: Article
Language:English
Subjects:
Agriculture
Brand loyalty
Consumer behavior
Consumers
Consumption
Corporate image
Distribution channels
Economic aspects
Environmental aspects
Environmental protection
Food consumption
Food industry
Food production
Food products
Food security
Food supply
Green market
Local communities
Local food
Marketing
Marketing research
Metropolitan areas
Orientation
Pandemics
Retail industry
Retail stores
Social networks
Social responsibility
Suppliers
Supply chains
Surveys
Sustainability
Sustainable development
Urban market
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Summary:This article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15043439