Connecting consumers to producers to foster sustainable consumption in international coffee supply–a marketing intervention study

Hanna Weber, David D. Loschelder, Daniel J. Lang, Arnim Wiek

Research output: Contribution to journalArticlepeer-review

Abstract

Creating connections between consumers and producers (relational proximity) seems a promising approach to foster sustainable consumption behaviour in international food supply. In this intervention study, we tested three experiential marketing interventions to connect consumers to producers of an international community-supported agriculture (CSA) partnership for coffee (Teikei Coffee). Consumers (N = 136), recruited at a fair for sustainable products and lifestyles in Germany, (a) watched a promotional video about the coffee CSA, (b) attended a presentation of the coffee CSA, or (c) participated in a mindful tasting experience of the CSA coffee. Findings indicate that experiential marketing tools, to varying degrees, indeed create connections from consumers to producers, thereby fostering sustainable consumption behaviour. The findings can inform international food supply marketing efforts aimed at stimulating sustainable consumption.

Original languageEnglish (US)
Pages (from-to)1148-1168
Number of pages21
JournalJournal of Marketing Management
Volume37
Issue number11-12
DOIs
StatePublished - 2021

Keywords

  • Experiential marketing
  • community-supported agriculture (CSA)
  • consumer behaviour
  • global food supply
  • relational proximity
  • sustainability marketing

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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