Environmentally sustainable food production and marketing: opportunity or hype?

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Bhaskaran, Suku, Polonsky, Michael Jay, Cary, John and Fernandez, Shadwell (2006) Environmentally sustainable food production and marketing: opportunity or hype? British Food Journal, 108 (8). pp. 677-690. ISSN 0007-070X


Purpose – To identify and analyse the beliefs of value-chain intermediaries regarding the production and marketing of food products conforming to environmentally sustainable standards. Design/methodology/approach – The methodology was in-depth, semi-structured, face-to-face interviews with senior managers of food companies across the value chain. Findings – In Australia, the demand for foods that are produced under environmentally sustainable standards has been slow to take-off because customers do not perceive these products as offering any special benefits; customers distrust the claims made by organisations; these products are much more expensive than traditional products, and the implementation of environmental standards is expensive. Customers claim that the use of different terminologies such as organic, green and environmentally friendly in promoting food products is confusing. Research limitations/implications – Findings are not generalisable because the study is based on a small sample. Practical implications – Value-chain intermediaries are unlikely to voluntarily adopt environmental standards because of low demand for such foods and the high costs of adopting and monitoring environmentally sustainable production and marketing regimes. Originality/value – The story supports previous research findings from the USA and EU.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/1795
DOI 10.1108/00070700610682355
Official URL http://dx.doi.org/10.1108/00070700610682355
Subjects Historical > RFCD Classification > 290000 Engineering and Technology
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords organic foods, sustainable development, value chain
Citations in Scopus 127 - View on Scopus
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