The aspects of internet-based management, marketing, consumer?s purchasing behavior and social media towards food sustainability

Tsekouropoulos Georgios, Vatis Stilianos-Eustratios, Andreopoulou Zacharoula, Katsonis Nikolaos and Eugenia Papaioannou

RIVISTA DI STUDI SULLA SOSTENIBILITA', 2014, vol. 2014/2, issue 2, 207-222

Abstract: In the present electronic era, all companies tend to adopt in some extend internet- based features aiming to be compatible and viable and support food sustainability. In this paper, SMEs in the Food and Beverage sector were surveyed aiming to study the employ in their websites of contemporary managerial and marketing functions and social media. There was used a sample of 80 Greek SMEs in Macedonia, in Northern Greece. Findings of the research show that strategic planning and the quality control features appear in almost half of the surveyed SMEs, while organizing planning features appear in lower percentages. Concerning marketing, there is not a standard IT adoption rate, which varies from a simple informational, promotional and advertisement SME presence, to the total accomplishment of electronic orders and epayments. Moreover, most of the SMEs appear to adopt a responsible attitude, as far as social responsibility or green marketing is concerned. Furhter, almost half of the SMEs are connected to the Social Media, so as to boost their productivity, innovation and fame. Results of the study aim to contribute to the construction of a new model of organization of SMEs in food and beverage sector and in food chain in general, more respondent to the claims of well being of the consumer using internet- based features towards the food sustainability goal.

Keywords: Sostenibilita alimentare; marketing; pubblicita; e-commerce; PMI; comportamento d?acquisto dei consumatori; pianificazione organizzativa; controllo di qualita; social media; internet. (search for similar items in EconPapers)
Date: 2014
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