Creating Change with Marketing, How sustainable marketing in the food industry can lead the way
Sattler, Kerstin (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052114057
https://urn.fi/URN:NBN:fi:amk-2024052114057
Tiivistelmä
The purpose of the research was to indicate whether marketing has the potential to create change towards sustainability. It was assumed that marketing can communicate within the company and with consumers to make better environmental choices and therefore have a positive impact.
This study used quantitative research in the form of gathering a large amount of literature and reviewing it. It included various sources of marketing textbooks, third-party research, official governmental documents, articles, and newspaper articles, which then were compared and analyzed.
The results revealed the importance of sustainability within business and marketing. The food industry currently is one of the biggest drivers of greenhouse gas emissions and the United Nations Sustainability Goals are deeply connected to finding solutions to tackle climate change. Current marketing efforts and strategies are focused on promotion and have led to greenwashing, losing the trust of consumers. The research has also compared sustainability claims and labeling of the meat and dairy industry and their plant-based alternatives.
The author recommends that change can only be achieved by stricter rules imposed by governments and additional clear and unified guidelines for labeling. Marketing professionals shall receive more credibility for their know-how and receive education to prevent greenwashing and enhance sustainability practices in companies, getting back to becoming value creators rather than focusing on promotion. This will help consumers regain trust in brands and make an informed choice in the future.
This study used quantitative research in the form of gathering a large amount of literature and reviewing it. It included various sources of marketing textbooks, third-party research, official governmental documents, articles, and newspaper articles, which then were compared and analyzed.
The results revealed the importance of sustainability within business and marketing. The food industry currently is one of the biggest drivers of greenhouse gas emissions and the United Nations Sustainability Goals are deeply connected to finding solutions to tackle climate change. Current marketing efforts and strategies are focused on promotion and have led to greenwashing, losing the trust of consumers. The research has also compared sustainability claims and labeling of the meat and dairy industry and their plant-based alternatives.
The author recommends that change can only be achieved by stricter rules imposed by governments and additional clear and unified guidelines for labeling. Marketing professionals shall receive more credibility for their know-how and receive education to prevent greenwashing and enhance sustainability practices in companies, getting back to becoming value creators rather than focusing on promotion. This will help consumers regain trust in brands and make an informed choice in the future.