Towards natural food production processes exploring adoption determinants from a marketing perspective

Richard Gruner, D. Power, V. Gouskova

Research output: Chapter in Book/Conference paperConference paper

Abstract

We provide a theoretical model to understand how firms can apply biomimcry principles to restructure their food production processes from controlling and exploiting to mimicking nature. We propose a radically different way of meeting consumer demand through an ecologically sustainable, largely self-sufficient food production process: natural farming. We argue that the adoption of natural farming and similar more natural production processes is contingent upon changing consumer behaviour and supporting marketing strategies.
Original languageEnglish
Title of host publicationAustralia New Zealand Marketing Academy Conference 2014
Subtitle of host publicationAgents of change
Place of PublicationBrisbane, Australia
PublisherGriffith University
Pages1389-1395
ISBN (Print)14473275
Publication statusPublished - 2014
EventAustralia and New Zealand Marketing Academy Conference: Agents of change - Griffith University, Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014
http://anzmac.org/resources/view/ANZMAC-2014-Proceedings

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC 2014
CountryAustralia
CityBrisbane
Period1/12/143/12/14
Internet address

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