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Food Decision Making, Branding, and Sustainable Marketing

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A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainable Food".

Deadline for manuscript submissions: closed (30 April 2022) | Viewed by 32197

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Special Issue Editors

Dr. Steffen Jahn

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Guest Editor

Lundquist College of Business, University of Oregon, 955 E. 13th Ave., Eugene, OR 97403, USA
Interests: transformative consumer research; food decision making; experiential consumption; motivation; branding

Dr. Pia Furchheim

E-Mail Website
Guest Editor

ZHAW School of Management and Law, Theaterstrasse 17, 8400 Winterthur, Switzerland
Interests: sustainable consumption; materialism; perceived product obsolescence; goal conflict; anti-consumption

Special Issue Information

Dear Colleagues,

It has been proposed “that managers can build their brands by explaining the impact of their sustainability actions for helping the planet and mankind” (Kumar and Christodoulopoulou, 2014, p. 13). This Special Issue invites articles that explore consumer decision making and response to interventions for sustainable behavior. Food and fashion are only two areas in which innovative approaches are needed to reduce waste and extend the consumption cycle (Garcia-Torres et al., 2017; Prothero et al., 2011).

We are particularly interested in submissions that make novel contributions to understanding sustainable eating behaviors (or lack thereof), the role of branding in sustainability marketing, and the rapid increase in the consumption of commodities with a short life-cycle. We particularly invite research that shifts attention from sustainable buying behavior to the entire consumption cycle. We also invite research examining what type of interventions are most effective at influencing consumer behaviors that can promote sustainability, including interventions from firms and policymakers that are focused at the individual behavior level.

The topics of potential interest include but are not restricted to:

Consumer connection of resource conservation to personal consumption;
Consumer perception of their responsibility in the waste generation process;
Eating goal conflicts such as sustainability vs. healthfulness vs. taste;
Effectiveness of incentives vs. restrictions;
Effectiveness of nudging to increase sustainable behavior;
Effectiveness of product labeling to reduce consumption of products with large environmental footprints;
Emerging supply chain/transportation innovation changing the way consumers access and use products;
Factors influencing perceived product obsolescence;
Integration of sustainability and branding;
Promoting sustainable agriculture;
Role of habits in (non-) sustainable behavior;
Role of influencers in sustainability messaging;
Sustainability and luxury consumption;
Sustainability and perceived product superiority/inferiority;
Sustainability in B2C and B2B markets;
Sustainability in the customer journey;
Sustainability-oriented brands and price sensitive segments;
Use of platforms, technology, and new business models to increase resource allocation efficiency and extend product lifespans.

Articles using all types of methodologies, including case studies, econometric analyses, field experiments, interviews, lab experiments, and netnography, etc., are welcome, as are critical reflections. We encourage submissions from researchers in marketing and related fields (e.g., public policy, environmental science, nutrition and dietetics, psychology, entrepreneurship).

We look forward to receiving your best work.

References

Garcia-Torres, S., Rey-Garcia, M., & Albareda-Vivo, L. (2017). Effective disclosure in the fast-fashion industry: from sustainability reporting to action. Sustainability, 9(12), 2256.

Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6-15.

Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38.

Dr. Steffen Jahn
Dr. Pia Furchheim
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

branding
consumption cycle
eating behaviors
food decision making
public policy
sustainability marketing
sustainable interventions
transformative consumer research
waste reduction

Published Papers (4 papers)

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Research

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12 pages, 2864 KiB

Open AccessArticle

What Grounds Our Loyalty towards “Authentic Brand Activism” of a Sustainable Food Brand?

by Sergio Rivaroli, Roberta Spadoni and Ilenia Bregoli

Sustainability 2022, 14(12), 7341; https://0-doi-org.brum.beds.ac.uk/10.3390/su14127341 - 15 Jun 2022

Cited by 1 | Viewed by 3807

Abstract

“Authentic brand activism” is an under-researched area of study, and it suffers from a clear lack of understanding concerning the effectiveness of its practices. This study aims to assess how consumers’ evaluations of a brand regarding brand reputation, competence, credibility, and benevolence affect consumers’ brand trust and brand loyalty. This research focuses on the Italian brand “Libera Terra” (“Free Land”), an organisation that uses assets confiscated from the mafias for the production of environmentally and socially sustainable agri-food products. Based on a sample of 366 randomly chosen consumers in a supermarket in the urban district of Bologna (Italy), the results show that consumers’ perceptions of brand performance contribute to their perceived levels of brand trust. The brand trust subsequently impacts consumers’ brand loyalty. This research confirms that alignment between an organisation’s values, business practices, and marketing strategies ensures that authentic brand activism is effective, highlighting the need for businesses to consciously adopt brand activism and avoid “woke washing” practices. The theoretical and managerial implications arising from this research are also presented. Full article

(This article belongs to the Special Issue Food Decision Making, Branding, and Sustainable Marketing)

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29 pages, 2937 KiB

Open AccessArticle

The White Meat Industry in Dubai through a One Health Lens

by Sayed Essam, Timothy Gill and Robyn G. Alders

Sustainability 2022, 14(10), 6358; https://0-doi-org.brum.beds.ac.uk/10.3390/su14106358 - 23 May 2022

Viewed by 4167

Abstract

White meat is one of the most commonly consumed animal-source foods in the Emirate of Dubai and is one of 21 main foods listed in the National Food Security Strategy of UAE and the Emirate of Dubai. Although fresh white meat is produced locally, the quantities are very limited, so, to meet market needs, chilled and frozen white meat is imported. The aim of this chapter is to examine the existing white meat supply networks and market in Dubai and understand the flow of fresh chickens from the local market and the shipment dynamics for imported frozen chickens under the One Health concept. Data from documents, publications and surveys of the Dubai Government, representatives of the Food Safety Department and Veterinary Service Section (via focus group discussions) and direct interviews with local small farmers, food importers, food manufacturers and retailers and animal feed manufacturers and retailers were used to describe the value chain for white meat in the Emirate of Dubai. The data were collected through detailed questionnaires in the interview with the focus groups and interviews of groups of stakeholders selected by the Food Safety Department in Dubai Municipality. Data from government strategies and reports were collected and analysed to understand the government’s position and the size of the white meat sector. The data provided by representatives of local small farmers, food importers, food manufacturers and retailers and animal feed manufacturers and retailers were used to understand the value chain of white meat from the private sector perspective. After studying the value chain and the results of this research, areas were identified in the value chain of the white meat sector at the level of the Emirate of Dubai that can be improved, for example, the need for better marketing of local products. Some areas are already strong such as the inclusion of white meat products in the Dubai strategy for Food Security approved at the level of the Emirate of Dubai. The results of this chapter highlight critical opportunities for changes in policies and best practices that if implemented by the Dubai Government would ensure that the white meat industry is able to meet local market demands. Recommendations to the Dubai Government are presented in support of enhancing Dubai’s economic sustainability and efficient contributions to food and nutrition security. Full article

(This article belongs to the Special Issue Food Decision Making, Branding, and Sustainable Marketing)

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30 pages, 2662 KiB

Open AccessEditor’s ChoiceArticle

Leftover Consumption as a Means of Food Waste Reduction in Public Space? Qualitative Insights from Online Discussions

by Larissa Diekmann and Claas Christian Germelmann

Sustainability 2021, 13(24), 13564; https://0-doi-org.brum.beds.ac.uk/10.3390/su132413564 - 08 Dec 2021

Cited by 11 | Viewed by 11637

Abstract

A considerable amount of food is discarded in canteens every day. This waste has created a countermovement, where groups of mainly students purposefully choose to eat other consumers’ plate leftovers instead of buying fresh meals. This phenomenon highlights two opposing narratives: leftovers as food waste versus leftovers as edible food resources. Using a thematic analysis, we investigated 1579 comments from German news sites and their corresponding Facebook sites related to this countermovement. Thereby, we aim to better understand what consumers associate with the consumption of other consumers’ plate leftovers. Our study demonstrates that the consumption of plate leftovers is shaped by the regulatory, normative, and cultural-cognitive system. Furthermore, associations with the consumption of plate leftovers depend on whether this food decision is perceived as a collective or individual consumer decision. From a consumer movement perspective, food leftover consumption is associated with a sense of community and food waste reduction for idealistic or environmental and social reasons. From an individual consumer behavior perspective, food leftover consumption is associated with satisfying hunger but considered a threat to health and social order. Our findings can inspire food service organizations to develop targeted interventions for plate leftover reduction. Full article

(This article belongs to the Special Issue Food Decision Making, Branding, and Sustainable Marketing)

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Review

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17 pages, 491 KiB

Open AccessEditor’s ChoiceReview

Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

by Steffen Jahn, Pia Furchheim and Anna-Maria Strässner

Sustainability 2021, 13(23), 13271; https://0-doi-org.brum.beds.ac.uk/10.3390/su132313271 - 30 Nov 2021

Cited by 37 | Viewed by 11417

Abstract

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of eating meat by mimicking animal meat in its sensory characteristics such as taste, texture, or aesthetic appearance. This narrative review explores the motivational barriers to adopting PBMA while focusing on food neophobia, social norms and rituals, as well as conflicting eating goals that prevent consumers from switching to a plant-based diet. Based on the key characteristics of these motivational barriers, which are informed by research findings in consumer psychology and marketing, solutions are discussed that can help counter the barriers. Full article

(This article belongs to the Special Issue Food Decision Making, Branding, and Sustainable Marketing)

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