Leading the way to a sustainable future: the positive impact of a generation marketing campaign

Teresa Coelho, Valentina Chkoniya, Ana Oliveira Madsen, Carlos Figueiredo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Consumption patterns have always been an important indicator of a generation's identity, but in a world where globalization tends to standardize everything and digital technology tends to accelerate the globalization process, some might predict that identities are dissolving faster than ever. This chapter aims to help understand how new Portuguese generations perceive fish products. Throughout this research, it became very evident that young consumers are very aware of the ultimate emergency of sustainability. This chapter uses the example of Docapesca's pioneer initiative to prove that it is worth investing in consumer education and that, when we adopt a generation focused approach to implement a national marketing campaign, it is possible to obtain valuable advances in consumption for a sustainable future.
Original languageEnglish
Title of host publicationAnthropological approaches to understanding consumption patterns and consumer behavior
EditorsValentina Chkoniya, Ana Oliveira Madsen, Paata Bukhrashvili
PublisherIGI Global Publishing
Number of pages21
ISBN (Electronic)9781799831174
ISBN (Print)9781799831167, 9781799831150
Publication statusPublished - 3 Apr 2020


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