Sustainable marketing and business: prospects and challenges in agribusiness

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Authors
Scheele, Lexy
Advisor
Rutter, Emily
Issue Date
2021-05
Keyword
Degree
Thesis (B.?)
Department
Honors College
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Abstract

Sustainable marketing is necessary in agribusiness for farms large and small to stay successful because the interest in green products among consumers is growing. The Super-Size Me age of the early 2000s is going out of style and consumers are flocking to greener products and adopting healthier lifestyles, brought on by technology, social factors and government plans to adopt greener practices. In order for farms to keep up with their consumer demand, they must consider sustainable marketing as a viable option. This thesis will examine the prospects and challenges involved with adopting a sustainable marketing strategy in agribusiness, and includes why sustainable marketing is important, how to adopt a sustainable marketing strategy, why sustainable marketing is difficult in the agriculture industry, and how farmers can successfully adopt a sustainable marketing strategy to keep up with consumer demand while staying ahead of their competitors.