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Title: PROMOTION AND BRANDING OF SUSTAINABLE ?GREEN? FOOD BRANDS: CASE STUDY OF LATVIA
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PROMOTION AND BRANDING OF SUSTAINABLE ?GREEN? FOOD BRANDS: CASE STUDY OF LATVIA
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1314-2704
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English
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17
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53
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Today, sustainable development is related not only to sustainable production issues but also to a sustainable consumption. In the planning document ?Sustainable Development Strategy of Latvia until 2030?, special attention is focused on enhancement of ecologically certified and healthy products, thus shaping the image of Latvia as a ?green? country by promotion of sustainable eating habits and cultural heritage. To position Latvia as one of the ?greenest? countries of the EU, the consumers, food producers and catering service providers need to be aware of and have understanding of sustainability essentials. To promote sustainable eating habits in society, it is necessary to develop such local branding strategies that would position Latvia?s regions as green and would increase local product brand awareness for tourists and local population. The aim of the research was to evaluate the most well-known ?green? food products? brands in Latvia, their quality requirements and positioning strategy as well as consumers? opinion of ?green? food products to develop further recommendations for development of such local sustainable food branding strategies in Latvia and its regions that eliminate cannibalism among national, regional and local food brands. The research employed monographic, comparative, descriptive and sociological research methods.
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conference
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17th International Multidisciplinary Scientific GeoConference SGEM 2017
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17th International Multidisciplinary Scientific GeoConference SGEM 2017, 29 June - 5 July, 2017
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Proceedings Paper
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STEF92 Technology
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International Multidisciplinary Scientific GeoConference-SGEM
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Bulgarian Acad Sci; Acad Sci Czech Republ; Latvian Acad Sci; Polish Acad Sci; Russian Acad Sci; Serbian Acad Sci & Arts; Slovak Acad Sci; Natl Acad Sci Ukraine; Natl Acad Sci Armenia; Sci Council Japan; World Acad Sci; European Acad Sci, Arts & Letters; Ac
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679-686
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29 June - 5 July, 2017
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website
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cdrom
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4252
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sustainability; green products; branding; Latvia; regions.
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