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 language | English |
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Title of host publication | 22nd International Scientific Conference "ECONOMIC SCIENCE FOR RURAL DEVELOPMENT 2021" |
Subtitle of host publication | Proceedings |
Editors | Anita Auzina |
Place of Publication | Jelgava |
Publisher | Latvia University of Life Sciences and Technologies |
Pages | 83-89 |
Volume | 55 |
ISBN (Electronic) | 978-9984-48-382-5 |
DOIs | |
Publication status | Published - 30 Jul 2021 |
Event | 22nd International Conference "Economic Science for Rural Development" - Latvia University of Life Sciences and Technologies Faculty of Economics and Social Development, Jelgava, Latvia Duration: 11 May 2021 → 14 May 2021 Conference number: 22 https://www.esaf.llu.lv/sites/esaf/files/files/lapas/Krajums_Nr_55_2021_08_23%20%281%29.pdf https://conferences.llu.lv/en/homepg/escrud_2021/home |
Publication series
Name | ECONOMIC SCIENCE FOR RURAL DEVELOPMENT |
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Volume | 55 |
ISSN (Print) | 2255-9930 |
Conference
Conference | 22nd International Conference "Economic Science for Rural Development" |
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Country/Territory | Latvia |
City | Jelgava |
Period | 11/05/21 → 14/05/21 |
Internet address |
Keywords*
- sustainability
- sustainable development
- sustainable marketing
- integrated marketing communication
- marketing communication
- food chains
Field of Science*
- 5.2 Economy and Business
Publication Type*
- 3.1. Articles or chapters in proceedings/scientific books indexed in Web of Science and/or Scopus database