Abstract
Sustainability in a business context is both a statement of action and a strategic competitive argument since it is increasingly valued by socially responsible consumers.
As organic products have more and more consumer affectionate, due to the “back to basics” lifestyle, health, and environmental concerns, local farmers face distribution struggles to drain perishable products in a short period of time and in a local dimension. On the opposite side, green consumers have also difficulties in finding sustainable fresh products on their time and local convenience.
The case study presents a practical approach to the marketing mix, applied to organic products, particularly in the context of local organic production on small farms. The case explores opportunities for growth and indicates possible marketing challenges.
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Acknowledgements
Marisa R. Ferreira and João F. Proença gratefully acknowledges financial support from FCT- Fundação para a Ciência e Tecnologia (Portugal), national funding through projects UIDB/04728/2020 and UIDB/04521/2020.
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Ferreira, M.R., Casais, B., Proença, J.F. (2022). How Farmers Present a Sustainable Product to Socially Responsible Consumers—An Approach to Local Organic Agriculture. In: Bhattacharyya, J. (eds) Dealing with Socially Responsible Consumers. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-19-4457-4_11
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