The role of integrated marketing communication for sustainable development in food production

Santa Bormane (Coresponding Author)

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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Abstract

The decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.
Original languageEnglish
Title of host publication22nd International Scientific Conference "ECONOMIC SCIENCE FOR RURAL DEVELOPMENT 2021"
Subtitle of host publicationProceedings
EditorsAnita Auzina
Place of PublicationJelgava
PublisherLatvia University of Life Sciences and Technologies
Pages83-89
Volume55
ISBN (Electronic)978-9984-48-382-5
DOIs
Publication statusPublished - 30 Jul 2021
Event22nd International Scientific Conference
"ECONOMIC SCIENCE FOR RURAL
DEVELOPMENT 2021"
- Jelgava, Latvia
Duration: 11 May 202114 May 2021

Publication series

NameECONOMIC SCIENCE FOR RURAL DEVELOPMENT 2021
Volume55
ISSN (Print)2255-9930

Conference

Conference22nd International Scientific Conference
"ECONOMIC SCIENCE FOR RURAL
DEVELOPMENT 2021"
Country/TerritoryLatvia
CityJelgava
Period11/05/2114/05/21

Keywords*

  • sustainability; sustainable development; sustainable marketing; integrated marketing communication

Field of Science*

  • 5.2 Economy and Business

Publication Type*

  • 3.2. Articles or chapters in other proceedings other than those included in 3.1., with an ISBN or ISSN code

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