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Trabalho apresentado em Conferência Internacional de Gestão, Turismo e Tecnologias de 2023 (ICMTT’23), 4-6 maio 2023, Bogotá, Colômbia. Urban food markets are considered as catalyzers of regional development and central places for promoting sustainability through the short cycles between the farm and the plate. This paper aims to identify mechanisms for improving the performance of an urban food market, con- sidering an extended internal and external analysis. This includes competitive pressure and op- portunities and their specific constraints on maximizing its relations with the region's inhabitants and simultaneously promoting the local economy and sustainable behaviors and policies in the community. This is a case study carried out using a qualitative approach with different key play- ers from one of the most important fish markets in the world – Mercado do Livramento in Setúbal (Portugal). The conclusions reinforce the need to preserve its authenticity, through the attraction, satisfaction, and improvement of loyalty rates of local customers, while also reaching a different public and increasing its regional, national, and international attractiveness. To a large extent, this action will involve investing in improving the value proposition of merchants and promoting exclusive experiences, focused on products and people, which is in line with the goals of sustain- able development. N/A

This article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability. info:eu-repo/semantics/publishedVersion

To introduce local products made by the community, it is necessary to conduct training on effective and efficient strategies in marketing products through social media. The purpose of this training is to motivate and educate the community in managing their businesses by using social media marketing. This training uses demo and counseling method which is participated by 30 participants. Participants are given motivation and introduction to social media marketing (i.e. Facebook, Twitter, Instagram, and e-commerce like Shopee, Tokopedia, and Bukalapak) that could facilitate them in promoting their local products with several marketing strategies. The target of this training is the participants able to market and to sell their local products online with social media. Also, the existence of interactive social media training is expected that the community to create greater and more developed business opportunities toward their local products. These conditions will certainly have a positive impact on increasing their business revenues in the future.

The Green Moroccan Plan (GMP) is a national long-term strategy launched by the Moroccan government to support the agricultural sector as the main driver of social and economic development. The GMP involves a labeling strategy based on geographical indications, aimed at protecting and promoting the marketing of locally produced food specialties and linking their specific qualities and reputations to their domestic production region. We evaluated the success of this policy by comparing consumers’ attitudes and preferences toward a local product having a geographical indication label to one without. We conducted a survey of 500 consumers in main Moroccan cities. The potential consumer set for the local product was found to be segmented, indicating the potential for a domestic niche of environmentally aware consumers preferring organically and sustainably produced food. We applied the analytical hierarchy process to prioritize the attributes of the commodities of interest, which underscores the importance of the origin when choosing a local product without origin labeling, for the labeled product, intrinsic quality attributes are considered to be more important. These findings demonstrate the limited promotion of the established origin labeling in the domestic market. Hence, we recommend that the Moroccan government reinforce the labeling scheme with an organic label to increase the market potential of the environmentally aware consumers by ensuring sustainable production of local products.

Este trabalho reflete sobre os eixos de diferenciação que poderão ser destacados pelos Mercados Municipais e pelos comerciantes tradicionais na venda de produtos locais junto da sua comunidade. Está consubstanciado numa revisão da literatura em que se apresentam os principais canais retalhistas de distribuição de produtos alimentares, a relevância da sustentabilidade e do consumo local na ótica dos retalhistas e dos consumidores e, por fim, as principais oportunidades que existirão para os comerciantes locais, relacionadas com a disponibilização de uma gama de produtos locais mais alargada. Observa-se uma relevante centralidade da temática da sustentabilidade para todos os intervenientes e uma atuação sistemática e consistente dos diferentes operadores retalhistas. Paralelamente, a perceção positiva da proximidade, confiança, autenticidade e a especialização que os consumidores têm relativamente ao formato “comércio local” e dos Mercados Municipais, constituem importantes oportunidades para a consolidação dos negócios destes pequenos retalhistas e um contributo para o desenvolvimento sustentável da comunidade. This research focuses on the differentiation axes that can be highlighted by “local food markets” and small traditional retailers in the trade of local products with their community. It focuses on a literature review on the main retail food distribution channels, the relevance of sustainability and local consumption from the point of view of retailers and consumers, and finally the main opportunities that exist for local retailers, related to a wider range of local products. There is a relevant centrality of the sustainability theme for all stakeholders and a systematic and consistent performance by the different retail players. It also appears that the positive perception of proximity, trust, authenticity, the specialization that consumers have in relation to the “local trade” format and the local food markets are important opportunities for the consolidation of the businesses of these small retailers and a contribution to sustainable development of the entire community. info:eu-repo/semantics/publishedVersion

Goal number 12 of the United Nations Sustainable Development Goals proposes attaining sustainable production and consumption. Public administrations, firms, and organizations must be involved in this achievement, as well as citizens as consumers. In our case, we focus on consumers and on two food-related decisions: the buying and consumption of local products, specifically vegetables and fruits, and the decision to follow a plant-based diet, concretely vegans and vegetarians. The aim is to check if there exists a relation between the two questions. We carried out empirical research in a South European city, and we found that a significant relation between these behaviors does not exist. It is necessary to increase consumer perception about the advantages of consuming local products, reducing the limitations that they come across, and transmitting clear information from administrations and industries. Greater involvement from consumers in sustainable food practices will contribute to sustainability.

The subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following methods were used during the research: eye-tracking technology, in-depth interviews, the A/B testing method, the non-parametric Mann-Whitney test and the non-parametric Kruskal-Wallis test for testing hypotheses. Data were collected from the eye-tracking device in December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in the reference group - A, and 58 participants in the control group - B). Participants are defined as being from generation Z. It is assumed that the presence of the label on a product has an effect on consumer behaviour. The experiment itself took place at the eyetracking laboratory of the Faculty of Business and Economics at Mendel University in Brno.

The purpose of this research is to identify the informational contents that carry the evocation of the terroir in order to consider their effects on the perception of quality and consumer’s intentions for food products. Although regularly mobilized by the professional sector, this concept was neither consensual nor well- defined from the consumer’s point of view. The prerequisites of our research, representing a first contribution, was to specify the area, the dimensions and the product of the terroir in the food field. From then on, we constructed a psychometric scale of perceived terroirity measure. Consisting of 6 dimensions and 23 items, it allows to measure the characteristics associated with the terroir by the consumer. The second contribution of our research is to assess the effects of this global construct and of each of its dimensions on the perceived quality and on the consumer’s intentions for the food product of the terroir. The third contribution is to have been able to identify the variables moderating significant to be tested in future researches. Wine is a specific product within the French food sector but it is also the first product evocated when consumers think of local products. The fourth contribution was to replicate all the investigative work by applying it to the case of wine. In addition to a different structuring of the dimensions of perceived terroirity, the results indicate differences in terms of effects and moderating variables for wine (level of expertise, knowledge and interest in the product). Through a mixed approach with, on the one hand, semi-structured qualitative interviews with respondents belonging to all French regions, and on the other hand, two surveys in opinion of 1015 consumers in France, this research relies both on the use of innovative research tools in marketing (ADT software "Le Trameur", Macro Process of Hayes, 2013), as well as on robust tools and methods known (AFE, AFC, structural equations models). In view of the demonstrations of increased efforts intentions, monetary and behavioral, for product of terroir, the contributions of the research leads to obtain a clarified base for the actors of the food chain to guide their actions as strategic and communicational. At the same time, this almost systematic trust attributed to the terroir’s mention allows to open the debate on the security of the guarantees and the legitimacy of the commercial affirmations. Faced with the profusion of evocations and terminologies referring to infraregional territorial anchorage, it is a question of considering public policies of protection and information of the consumer to avoid the possibility of excessive use of the term "terroir".; Le projet de cette recherche est d’identifier les contenus informationnels porteurs de l’évocation du terroir pour envisager leurs effets sur la perception de la qualité et les intentions du consommateur pour les produits alimentaires. Bien que régulièrement mobilisé par le secteur professionnel, ce concept n’était ni consensuel ni explicitement défini du point de vue du consommateur. Le préalable à notre travail, représentant une première contribution, a été de préciser les contours et dimensions du terroir et du produit du terroir dans l’alimentaire. Dès lors, nous avons construit une échelle de mesure psychométrique de la terroirité perçue. Composée de 6 dimensions et de 23 items, elle permet de mesurer les caractéristiques associées au terroir par le consommateur. La seconde contribution du travail est d’évaluer les effets de ce construit global et de chacune des dimensions sur la qualité perçue et sur les intentions du consommateur pour le produit alimentaire du terroir. La troisième contribution est d’avoir pu repérer les principales variables modératrices de ces effets et de pouvoir ainsi envisager des perspectives de recherche. Le vin est un produit spécifique au sein du champ alimentaire français mais il représente aussi le premier produit cité quand les consommateurs pensent aux produits du terroir. La quatrième contribution a consisté à répliquer l’ensemble du travail d’investigation en l’appliquant au cas du produit vin. Outre une structuration différente des dimensions de la terroirité perçue, les conclusions soulignent des différences tant en termes d’effets que de variables modératrices vis-à-vis du produit vin (niveau d’expertise, connaissances et intérêt pour le produit). Mobilisant une approche mixte avec d’une part, des entretiens auprès d’une population appartenant à l’ensemble des régions françaises, et d’autre part, deux collectes par questionnaire auprès d’un échantillon global de 1015 consommateurs en France, ce travail s’appuie tant sur l’utilisation d’outils de recherche innovant en marketing (logiciel d’ADT “Le Trameur”, macro Process de Hayes, 2013), que sur des outils et méthodes robustes connues (AFE, AFC, modèles d’équations structurelles). Au vu des démonstrations des intentions d’efforts accrus, monétaires et comportementaux, pour le produit du terroir, les apports du travail permettent aux acteurs de la filière alimentaire de disposer d’une base clarifiée pour orienter leurs actions tant stratégiques et communicationnelles. Dans le même temps, cette confiance quasi systématique attribuée à la mention au terroir permet d’ouvrir le débat sur la sécurisation des garanties et la légitimité des affirmations commerciales. Face à la profusion d’évocations et de terminologies faisant référence à l’ancrage territorial infra régional, il s’agit en effet d’envisager des politiques publiques de protection et d’information du consommateur pour éviter la possibilité d’abus d’usage de la « mention terroir ».

Research background: Business activities of international companies primarily focus on the use of marketing instruments to shape global markets. The basic tactic tools employed are those related to the product and its brand. The changes in lifestyle observed in global society have led to an increase in the importance of packaging and labelling as a means of conveying information from the manufacturer to the consumer. Purpose of the article: The aim of the study was to analyze consumer behavior related to the selection of canned carbonated drinks offered by various producers, operating on the global and local market. The research material comprised 10 packages of canned carbonated drinks. In terms of the variety of flavors, the products belonged to two different groups: orange-flavored and lemon-flavored. Methods: Eye tracking was the method used in the study. Eye tracking is a research tool consisting in tracking the visual activity of the examined person. Carbonated drinks evaluations were performed using Tobii X2-30 Eye-tracker. Sixty subjects participated in the test. Findings & Value added: The conducted research shows that consumers are more likely to choose the products of global brands than the local ones. In the first part of the study, the respondents focused on graphical elements representing fruit. In the second part, the subjects more often focused on the verbal elements that had been removed from the first part of the test. These findings suggest that verbal elements are very important in the purchasing behavior of consumers.

Increasing consumption of local products is a key factor for sustainable agriculture. This study deals with the factors that influence the sales of local products with a focus on value-added dairy products. The research involved 30 family businesses operating in the agro-sector. Primary data were obtained by a detailed online questionnaire survey. For deeper examination, five hypotheses were determined and statistically tested using the Friedman test and Nemenyi method. Using the acquired theoretical background and empirical research in a set of family farms, we can state that the goal of farmers is to sell their products through the shortest possible route directly to the consumer. The most commonly used tools of a short supply chain are on-farm sales and telephone order sales, on the other hand, farms rarely sell products in farmers’ markets, celebrations and anniversaries or e-shops, even though these tools all have great potential. The results show that farmers consider the product itself (quality, freshness, locality) to be the most important factor when selling local products, as well as customer recommendations and loyalty. Based on the results of the research, we propose to streamline sales support through new forms of marketing approaches to premium products, such as locally fresh products produced on family farms.

International audience; While the impact of consumer ethnocentrism on preference for local products has received extensive attention by researchers, this research provides further understanding by investigating the impact of commitment to a consumer's place of leaving on consumer's attitudes towards local product and on effective purchase of local products. Based on the concept of behavioral commitment from Kiesler's theory (1973), this research shows that a consumer with a high degree of ethnocentrism has a more favorable attitude towards local products than the one committed to his place of life. However, when it comes to effective purchase of local products, a consumer who is strongly committed to his place of life tends to purchase local products more than a consumer with a high level of ethnocentrism. This research contributes to existing research in supporting Kiesler's argument that consumer behavioral commitment has a stronger effect on local product purchase than beliefs (in this case ethnocentrism). In terms of practice, this research may orient retailers, manufacturers and public organizations to strengthen consumers' commitment to their place of life.

The shelves of local shops are filled with an abundance of imported beverages. Coca-Cola, Pepsi, Fanta, Sprite, Frooti, and Red Bull among others have made the way to rural Nepal, where agriculture is still the primary source of income. As the result of increasing access to imported goods and products in rural markets, local products are gradually losing ground. This paper shows that tailored consumer education can assist de-cocacolising the market and increase the competitiveness and diversification of local products. It does so by imparting knowledge and skills to individuals to be critical and responsible consumers who start seeking an equal share of local products in the rural market. For this paper, extensive desk review, rural market observations and interviews with consumers of different age groups, vendors and youth were used as data generation techniques.

Séminaire sous-régional ENPARD Maghreb Note introductive. Initiative ENPARD Méditerranée (Commission Européenne)

Theme 2: Feeding the future with sustainable agro-food systems. WS 2.2. Transition Issues in Production, Marketing and Consumption for the Agro- Ecological Development of Animal Production; International audience; Pastoralism has been discredited for a long time on the grounds that it would harm the agrarian activities. Today, it is generally acknowledged that pastoralism has positive qualities due to the grazing by herds of spontaneousresources., Pastoralism has become a matter of public interest because pastoral systems are low inputs, isenvironment-friendly and is associated to traditionh . However, the products from this type of breeding do nothave a real economic benefit of this turnaround. The paper analyses the possibilities to qualify the Corsicancheeses as "pastoral products," taken for an ideal-type, to understand how and to what extent the professionals ofthe market act to translate the pastoral features of insular cheeses. A survey conducted among producers and users of cheeses (restaurateurs, specialty retailers and prescribers) in the island and outside (Languedoc andProvence) asks: - what are the components of the corsican breeding (local breed, flock management and forageresources) taken for “pastoral features” and associated with insular cheeses? - what are the similarities and thedifferences of their market translations in Corsica and outside the island ? First, we present the distinctivecomponents of the insular pastoralism used by breeders and the actors surrounding production. Secondly, weconsider how the professionals of the market develop commercial arguments and describe cheeses locally andoutside the island. Then, practical ways of incorporating the conditions of production to the qualification operatedby the market are presented. Finally, to highlight the mode of existence of Corsican pastoral cheeses we proposeto define two ways of qualification that we name (i) associative logic in which market mediations connectproductive practices - pastoral features - with consumption practices and (ii) dissociative logic that disconnectproducts from their conditions of production.

Our food heritage is not only limited to food products and production techniques, it also includes the consumption skills and technologies (CST) used to obtain what the consumer requires from a food product. In a specific food culture, a given food product is linked to specific CSTs. In this paper, we examine this aspect of food heritage through the examples of raw ham in Italy, France and Spain, rice varieties and chocolate. We then discuss two types of conjunction / disjunction between food products and food CSTs: controlled diffusion and diffusion through education. We conclude that the sustainability of localized, “origin” or “terroir” products depends on the existence of skilled consumers. The transmission and diffusion of these skills and technologies are thus factors in the permanence and diffusion of the product itself. Le patrimoine alimentaire n’est pas constitué exclusivement de produits et de techniques de production, mais aussi de compétences et techniques de consommation (CTC) utilisées par les consommateurs pour obtenir d’un produit alimentaire l’utilité ou le service qu’ils en attendent. Dans une culture alimentaire donnée, un produit alimentaire spécifique est lié à des CTC spécifiques. Cette dimension du patrimoine alimentaire est examinée à travers les exemples du jambon cru en Italie, en Espagne et en France, de différents riz, et du chocolat. Nous discutons ensuite deux types de cohérences / incohérences entre produits et CTC : contrôle par la source, diffusion par l’éducation. Nous concluons que la durabilité de produits locaux, d’origine ou de terroir dépend de l’existence de consommateurs compétents. La transmission et la diffusion des compétences et techniques de consommation sont donc des facteurs de la pérennité et de la diffusion du produit lui-même.

International audience