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Marketing Strategies for Trendy Animal Products: Sustainability as a Core

Marketing Strategies for Trendy Animal Products: Sustainability as a Core
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Author(s): Alfredo J. Escribano (Independent Researcher, Spain)
Copyright: 2018
Pages: 35
Source title: Driving Green Consumerism Through Strategic Sustainability Marketing
Source Author(s)/Editor(s): Farzana Quoquab (Universiti Teknologi Malaysia, Malaysia), Ramayah Thurasamy (Universiti Sains Malaysia, Malaysia) and Jihad Mohammad (Universiti Teknologi Malaysia, Malaysia)
DOI: 10.4018/978-1-5225-2912-5.ch010


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There is increasing pressure on companies to follow more strict practices along the whole supply chain regarding sustainability and health. However, consumers' knowledge on nutrition, labelling and on the impacts of the agri-food system is scarce. In this sense, it is particularly interesting to analyse consumers' behaviour towards a family of products coming from one of the most controversial sectors due to both past health hazards and its high environmental impact: the livestock sector. This sector constitutes itself one of the Global issues' bottlenecks that call for urgent action. The present study reviews consumers' behaviour towards meat and dairy products claiming different attributes related to sustainability. Therefore, this chapter reviews, synthesize and discusses the existing knowledge on the topic with an integrative-interdisciplinary approach. Finally, marketing strategy recommendations are provided.

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