“…Therefore, marketing that connects consumers through experience to a brand (Schmitt, 1999;Brakus et al, 2009) or places (Iaia et al, 2016), i.e., existential marketing, offers a promising approach to foster sustainable consumption behavior (Dettori, 2019;Eiseman & Jonsson, 2019). Researchers H. Weber, D. Lang, D. Wiek, and A. Loschelder (2021) indicated that experiential marketing tools, to varying degrees, indeed create connections from consumers to producers, thereby fostering sustainable consumption behavior. The findings can inform international food supply marketing efforts aimed at stimulating sustainable consumption.…”