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

Resultado de pesquisa › revisão de pares

Resumo

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.

Idioma original	English
Título da publicação do anfitrião	Anthropological approaches to understanding consumption patterns and consumer behavior
Editores	Valentina Chkoniya, Ana Oliveira Madsen, Paata Bukhrashvili
Editora	IGI Global Publishing
Capítulo	1
Páginas	1-21
Número de páginas	21
ISBN (eletrónico)	9781799831174
ISBN (impresso)	9781799831167, 9781799831150
DOIs	https://doi.org/10.4018/978-1-7998-3115-0.ch001
Estado da publicação	Publicado - 3 abr. 2020

Acesso ao documento

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

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

CEGE: Research Center in Management and Economics
Silva, M. (Professor Catedrático), Sousa, R. (Professor Catedrático), Alves, P. (Professor Auxiliar), Madsen, A. (Professor Auxiliar Convidado), Lourenço, A. (Professor Associado), Carvalho, A. S. (Professor Associado), Andrade, A. (Professor Auxiliar), Silva, P. D. (Professor Associado), Vlačić, B. (Professor Auxiliar Convidado), Martins, C. (Professor Auxiliar Convidado), Gomes, C. (Investigador Auxiliar), Gevrek, Z. E. (Professor Auxiliar Convidado), Oliveira, F. G. D. (Professor Associado), Faria, G. (Professor Associado Convidado), Marreiros, H. (Bolseiro), Pinho, J. (Professor Auxiliar Convidado), Machado, J. (Professor Associado), Araújo, J. (Investigador Auxiliar), Pinto, J. (Professor Auxiliar), Rego, A. (Professor Catedrático), Gaspar, J. M. (Investigador Auxiliar), Corbo, L. (Professor Auxiliar Convidado), Costa, L. (Professor Associado), Fernandes, L. (Professor Auxiliar), Sottomayor, M. (Professor Auxiliar), Martins, N. (Professor Catedrático), Hernández-Marrero, P. (Investigador Auxiliar), Gonçalves, R. (Professor Associado), Ribeiro, R. (PI), Coelho, S. L. (Docente Assistente), Pereira, S. M. (Investigador Auxiliar), Silva, S. (Professor Associado), Rodrigues, V. (Professor Associado), Sotiros, D. G. (Investigador Auxiliar), Valverde, C. (Professor Auxiliar), Leitão, A. (Professor Auxiliar), Julião, J. (Professor Auxiliar), Tavares, M. (Professor Auxiliar), Lages, C. R. (Investigador Auxiliar), Elmashhara, M. G. (Investigador Auxiliar) & Teymourifar, A. (Investigador Auxiliar)
1/01/20 → 31/12/24
Projeto

Citação

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. Em 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. em 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.

Resultado de pesquisa › revisão de pares

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

Resumo

Acesso ao documento

Impressão digital

Projetos

CEGE: Research Center in Management and Economics

Citação