Communication strategy for sustainable products in the food sector: Influence on customer engagement / Carla MATERON / 2023

Titre : Communication strategy for sustainable products in the food sector: Influence on customer engagement Type de document : Mémoire Auteurs : Carla MATERON, Auteur Année de publication : 2023 Importance : 36 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management COMMERCE DE GROS ALIMENTAIRE SECTEUR ; MARKETING ACHAT ; STRATEGIE DE MARQUE Résumé : The agri-food sector is a key sector in many aspects of sustainable development. The world's population continues to grow, soon reaching 10 billion by 2050, according to United Nations estimates. At the same time, natural resources are limited, and food production is a major issue in economic, social and environmental terms. In recent years, Western consumers in particular have become increasingly interested in sustainable food production. Health, environmental and animal welfare issues have raised major awareness. This trend has prompted multinational companies to differentiate themselves by developing sustainable product lines to meet the growing demand. However, alongside this growing practice, greenwashing has become a concern for consumers. Customers are increasingly demanding transparency from companies and the authenticity of their communication. It is in this context that brand owners have developed communication strategies to promote their products and increase customer engagement. The consumer plays a double role here, advising and educating other consumers on their consumption choices. This is why customer engagement is a key element to achieve. In these communication strategies, the form and content of the message, the chosen communication channel and above all the audience are worked on. At the turn of the 2020s, the global context evolved fastly, marked by the sanitary crisis of Covid-19 but above all by the major influence of generation Z among customers. This new context upset the communication strategies previously put in place by marketers. As the Pew research center illustrates in 2015 in the article "The Why and Hows of Generations Research", "the age criterion is truly enlightening for analyzing attitudes and highlighting trends in the transformation of society". Thus, the question arises as to how far marketers need to rethink their communication strategy at the turn of the 2020s in order to promote consumer engagement with sustainable products in the agri?food sector. To try to answer this question, we will first carry out a literature review with the aim of (A) defining all the terms of the subject: sustainability in the agri-food sector, customer engagement and communication strategy, (B) summarize the communication strategies put in place by marketers from the 2000s and looking at the repercussions on customer engagement, (C) before looking at the new issues brought about by generation Z at the turn of the 2020s and seeing how they might modify the strategies put in place. (D) Finally, we will take stock of the hypotheses. In a second part, we will conduct a quantitative analysis to confirm or refute our conjectures. Finally, in the last part, we will draw up our recommendations in terms of communication strategies for the promotion of sustainable products in the agri-food sector. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581950