DBPapers
DOI: 10.5593/sgem2017/53/S21.084

PROMOTION AND BRANDING OF SUSTAINABLE “GREEN” FOOD BRANDS: CASE STUDY OF LATVIA

N. Gutmanis, G. Grinberga-Zalite
Wednesday 13 September 2017 by Libadmin2017

References: 17th International Multidisciplinary Scientific GeoConference SGEM 2017, www.sgem.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-10-2 / ISSN 1314-2704, 29 June - 5 July, 2017, Vol. 17, Issue 53, 679-686 pp, DOI: 10.5593/sgem2017/53/S21.084

ABSTRACT

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.

Keywords: sustainability, green products, branding, Latvia, regions.