A (new?) culinary marketing for a more joyful and sustainable eating

UN (NOUVEAU ?) MARKETING CULINAIRE POUR UNE ALIMENTATION PLUS JOYEUSE ET DURABLE

Virginie Brégeon Lalanne de Saint-Quentin ()
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Virginie Brégeon Lalanne de Saint-Quentin: Ecole Française de Gastronomie Ferrandi, ARENES - Arènes: politique, santé publique, environnement, médias - UR - Université de Rennes - Institut d'Études Politiques [IEP] - Rennes - EHESP - École des Hautes Études en Santé Publique [EHESP] - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: 21st century food marketing is both a continuation of the evolution of marketing, from agriculture to food, and a break from the blind returns and economic performance paradigms of recent decades. It would be a version 2.0 of food marketing, more experiential, hedonic, aesthetic and above all ethical. This is all that we wish for the food chains, for their economic sustainability and for the well-being of generations of eaters to come. It is high time to defend a humanistic culinary marketing, in the service of the good, the beautiful and the good. The marketing "tools" mobilized by researchers and professionals will be put into perspective with the major "eating" challenges, in an attempt to meet the ever-increasing expectations of consumers, not only in search of meaning, but also in search of a more joyful and sustainable diet.

Keywords: marketing; culinaire; alimentation; durable; développement durable; sain (search for similar items in EconPapers)
Date: 2020-03-02
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Published in Kilien Stengel; Philomène Bayet-Robert. LE MARKETING CULINAIRE ET ALIMENTAIRE FACE AUX DEFIS DU XXIE SIECLE, l'harmattan, 2020, LE MARKETING CULINAIRE ET ALIMENTAIRE FACE AUX DEFIS DU XXIE SIECLE, 978-2-343-19157-7

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02512176

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