Titre : |
Impact of green marketing in agribusiness and consequences on its customers in France |
Type de document : |
Mémoire |
Auteurs : |
Clara SAVY, Auteur |
Année de publication : |
2021 |
Importance : |
25 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; ECOLOGIE ; MARKETING ENVIRONNEMENTAL ; PRODUIT ALIMENTAIRE DIVERS SECTEUR
|
Résumé : |
Through this report, we are going to analyze new consumer behavior in the agri-food sector and how agri-food companies can adapt their green marketing to best meet them. It will focus on the environmental and societal commitment of consumers; consumers are facing a real ecological awareness and this is reflected in different ways. It will also show what consumers expect from food companies and how they can react to these new trends. A qualitative study was carried out to directly contact consumers in order to better understand and apprehend their motivations and obstacles to the purchase of plant-based and organic products. |
Programme : |
MSc International Marketing & Brand Management |
Permalink : |
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