Marketing can be the strategical difference between two companies. It identifies the way to sell a product, emphasizing the characteristics of the product. The paper aims to examine the relationship between green marketing strategy by food companies and consumers shopping behaviour. In order to better analyse the two factors of green marketing tools, their use and advantages are described, highlighting benefits of their application by food companies. The European Organic standard certification process is fully described by a comparison between quality and ecological labels. The European law set different requirements that companies must follow for the implementation of that standard. The last part of the paper shows data about customer satisfaction obtained by the comparison of the different behaviour of the populations leaving in two cities, Tarragona, located in the east side of Spain, and Catania, located in the south side of Italy. The survey allows to understand the people attitude in buying food product and how this process is influenced by green marketing techniques. This study allows understanding the new green marketing approach, showing a different point of view useful as a starting point to introduce a new marketing strategy to better face competitors.
Agata, M., Alberto, V. T., & Carmelo, S. (2021). Survey on purchasing methods of food products in Tarragona and Catania. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–21). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035
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