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

Duarte Xara-Brasil (), João Pedro Cordeiro, Luísa Cagica Carvalho, Pedro Pardal and Paulo Duarte Silveira
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Duarte Xara-Brasil: Instituto Politécnico de Setúbal, Centro de Investigação em Ciências Empresariais (CICE), 2910-761 Setúbal, Portugal
João Pedro Cordeiro: Instituto Politécnico de Setúbal, Centro de Investigação em Ciências Empresariais (CICE), 2910-761 Setúbal, Portugal
Luísa Cagica Carvalho: Instituto Politécnico de Setúbal, Centro de Investigação em Ciências Empresariais (CICE), 2910-761 Setúbal, Portugal
Pedro Pardal: Instituto Politécnico de Setúbal, Centro de Investigação em Ciências Empresariais (CICE), 2910-761 Setúbal, Portugal
Paulo Duarte Silveira: Centro de Estudos e Formação Avançada em Gestão e Economia (CEFAGE), University of Évora, 7000-809 Évora, Portugal

Sustainability, 2023, vol. 15, issue 4, 1-13

Abstract: 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.

Keywords: marketing; green orientation; sustainability; urban food markets; local products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:4:p:3439-:d:1067212

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