ABSTRACT

Creating connections between consumers and producers (relational proximity) seems a promising approach to foster sustainable consumption behaviour in international food supply. In this intervention study, we tested three experiential marketing interventions to connect consumers to producers of an international community-supported agriculture (CSA) partnership for coffee (Teikei Coffee). Consumers (N = 136), recruited at a fair for sustainable products and lifestyles in Germany, (a) watched a promotional video about the coffee CSA, (b) attended a presentation of the coffee CSA, or (c) participated in a mindful tasting experience of the CSA coffee. Findings indicate that experiential marketing tools, to varying degrees, indeed create connections from consumers to producers, thereby fostering sustainable consumption behaviour. The findings can inform international food supply marketing efforts aimed at stimulating sustainable consumption.

摘要

在消费者和生产者之间建立联系（关系接近度）似乎是促进国际食品供应中可持续消费行为的一种有前途的方法。在这项干预研究中，我们测试了三种体验式营销干预措施，以将消费者与国际社区支持的农业 (CSA) 咖啡合作伙伴 ( Teikei Coffee ) 的生产者联系起来。消费者（N= 136)，在德国的可持续产品和生活方式展览会上招募，(a) 观看了关于咖啡 CSA 的宣传视频，(b) 参加了咖啡 CSA 的介绍，或 (c) 参加了一次有意识的品尝体验CSA 咖啡。调查结果表明，体验营销工具确实在不同程度上建立了从消费者到生产者的联系，从而促进了可持续的消费行为。研究结果可为旨在刺激可持续消费的国际食品供应营销工作提供信息。