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

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

doi:10.4018/978-1-7998-3115-0.ch001

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 proceeding › Chapter › peer-review

Abstract

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 language	English
Title of host publication	Anthropological approaches to understanding consumption patterns and consumer behavior
Editors	Valentina Chkoniya, Ana Oliveira Madsen, Paata Bukhrashvili
Publisher	IGI Global Publishing
Chapter	1
Pages	1-21
Number of pages	21
ISBN (Electronic)	9781799831174
ISBN (Print)	9781799831167, 9781799831150
DOIs	https://doi.org/10.4018/978-1-7998-3115-0.ch001
Publication status	Published - 3 Apr 2020

Access to Document

10.4018/978-1-7998-3115-0.ch001

http://hdl.handle.net/10400.14/32002

CEGE: Research Center in Management and Economics
Silva, M. (Full Professor), Sousa, R. (Full Professor), Alves, P. (Assistant Professor), Madsen, A. (Invited Assistant Professor), Lourenço, A. (Associate Professor), Carvalho, A. S. (Associate Professor), Andrade, A. (Assistant Professor), Silva, P. D. (Associate Professor), Vlačić, B. (Invited Assistant Professor), Martins, C. (Invited Assistant Professor), Gomes, C. (Auxiliary Researcher), Gevrek, Z. E. (Invited Assistant Professor), Oliveira, F. G. D. (Associate Professor), Faria, G. (Invited Associate Professor), Marreiros, H. (Scholarship holder), Pinho, J. (Invited Assistant Professor), Machado, J. (Associate Professor), Araújo, J. (Auxiliary Researcher), Pinto, J. (Assistant Professor), Rego, A. (Full Professor), Gaspar, J. M. (Auxiliary Researcher), Corbo, L. (Invited Assistant Professor), Costa, L. (Associate Professor), Fernandes, L. (Assistant Professor), Sottomayor, M. (Assistant Professor), Martins, N. (Full Professor), Hernández-Marrero, P. (Auxiliary Researcher), Gonçalves, R. (Associate Professor), Ribeiro, R. (PI), Coelho, S. L. (Assistant Teacher), Pereira, S. M. (Auxiliary Researcher), Silva, S. (Associate Professor), Rodrigues, V. (Associate Professor), Sotiros, D. G. (Auxiliary Researcher), Valverde, C. (Assistant Professor), Leitão, A. (Assistant Professor), Julião, J. (Assistant Professor), Tavares, M. (Assistant Professor), Lages, C. R. (Auxiliary Researcher), Elmashhara, M. G. (Auxiliary Researcher) & Teymourifar, A. (Auxiliary Researcher)
1/01/20 → 31/12/25
Project: Other

Cite this

Coelho, T., Chkoniya, V., Madsen, A. O., & Figueiredo, C. (2020). Leading the way to a sustainable future: the positive impact of a generation marketing campaign. In V. Chkoniya, A. O. Madsen, & P. Bukhrashvili (Eds.), Anthropological approaches to understanding consumption patterns and consumer behavior (pp. 1-21). IGI Global Publishing. https://doi.org/10.4018/978-1-7998-3115-0.ch001

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abstract = "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. ",

author = "Teresa Coelho and Valentina Chkoniya and Madsen, {Ana Oliveira} and Carlos Figueiredo",

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doi = "10.4018/978-1-7998-3115-0.ch001",

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Coelho, T, Chkoniya, V, Madsen, AO & Figueiredo, C 2020, Leading the way to a sustainable future: the positive impact of a generation marketing campaign. in V Chkoniya, AO Madsen & P Bukhrashvili (eds), Anthropological approaches to understanding consumption patterns and consumer behavior. IGI Global Publishing, pp. 1-21. https://doi.org/10.4018/978-1-7998-3115-0.ch001

Leading the way to a sustainable future: the positive impact of a generation marketing campaign. / Coelho, Teresa; Chkoniya, Valentina; Madsen, Ana Oliveira et al.
Anthropological approaches to understanding consumption patterns and consumer behavior. ed. / Valentina Chkoniya; Ana Oliveira Madsen; Paata Bukhrashvili. IGI Global Publishing, 2020. p. 1-21.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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AU - Figueiredo, Carlos

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AB - 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.

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BT - Anthropological approaches to understanding consumption patterns and consumer behavior

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A2 - Madsen, Ana Oliveira

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PB - IGI Global Publishing

ER -

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

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Projects

CEGE: Research Center in Management and Economics

Cite this