Environmentally sustainable food production and marketing: Opportunity or hype?
Abstract
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.
Keywords
Citation
Bhaskaran, S., Polonsky, M., Cary, J. and Fernandez, S. (2006), "Environmentally sustainable food production and marketing: Opportunity or hype?", British Food Journal, Vol. 108 No. 8, pp. 677-690. https://doi.org/10.1108/00070700610682355
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited