Consumer, Retailer, and Producer Green Orientation as a Marketing Driver: An Empirical Study in an Urban Food Market

Abstract

This article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability.

To Farm or Not to Farm: Cuniculture Issues Towards Green Marketing Practices at Hilir Perak, Malaysia

“…(Yang & Le, 2023). Practicing green farming (and marketing) is crucial to the supply chain values through reinforcing marketing efforts, awareness, and specific training programs for the different stakeholders (Xara-Brasil et al, 2023) as "green marketing subsumes greening products as well as greening firms" (Prakash, 2002).…”