Developing sustainable marketing plan for plant-based products

Abstract

By developing a sustainable marketing strategy, the aim of this study was to raise awareness of plant-based alternatives to meat while also promoting sustainability and green values in the food industry, restaurant, and café industry. The author focusses on discussing about the concept of sustainability, sustainability marketing and the tools of marketing in order to attract more customers towards sustainability products. The theory part of this thesis focusses on the concept of sustainable marketing, the benefit of switching to plant-based product, the impact of meat industry to the environment.

In this thesis, the author has conducted a semi-structured interview to gain in-depth knowledge about operating system and sustainable practice theoretically and practically.The outcome of this study could give an idea for restaurant owner an idea on how to develop a sustainable marketing plan.