POPULARIZATION OF AN ECOLOGICAL DIMENSION OF SUSTAINABLE CONSUMPTION USING SENSORY MARKETING

Marcin Gębarowski and Agnieszka Cholewa-Wójcik

Journal of Agribusiness and Rural Development, 2015, vol. 37, issue 3

Abstract: This publication presents an essence of sustainable consumption and sustainable marketing laying special emphasis on an ecological dimension of those phenomena. There has been also explored the essence of sensory marketing as an innovative concept that constitutes an answer to the demand of experience economy. In the part of this work which relates to market realities, examples of propagating disseminating attitudes were referred to. The primary goal of this article is to point out the possibilities of popularizing an ecological dimension of sustainable consumption through promotional activities taken by business entities. Whereas the secondary goal is to determine the factors conditioning the effective performance of marketing activities involving people’s senses and drawing the society’s attention to proecological behaviours. Among the main determinants the following activities have been identifi ed: coherent appeal to all senses of consumers, the connection of promotional actions with local societies, the formation of an “ecological” community around a brand, the use of an aspect of surprise, the organisation of campaigns which respect the rules of environmental protection.

Keywords: Agribusiness; Agricultural and Food Policy; Agricultural Finance; Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries; Demand and Price Analysis; Environmental Economics and Policy; Farm Management; Financial Economics; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; Industrial Organization; Institutional and Behavioral Economics; International Development; International Relations/Trade; Labor and Human Capital; Land Economics/Use; Livestock Production/Industries; Marketing; Political Economy; Production Economics; Productivity Analysis; Public Economics; Research and Development/Tech Change/Emerging Technologies; Research Methods/Statistical Methods; Resource/Energy Economics and Policy; Risk and Uncertainty; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ags:pojard:253590

DOI: 10.22004/ag.econ.253590

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