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 language | English |
|---|---|
| Title of host publication | Australia New Zealand Marketing Academy Conference 2014 |
| Subtitle of host publication | Agents of change |
| Place of Publication | Brisbane, Australia |
| Publisher | Griffith University |
| Pages | 1389-1395 |
| ISBN (Print) | 14473275 |
| Publication status | Published - 2014 |
| Event | Australia and New Zealand Marketing Academy Conference: Agents of change - Griffith University, Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014 http://anzmac.org/resources/view/ANZMAC-2014-Proceedings |
Conference
| Conference | Australia and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | ANZMAC 2014 |
| Country/Territory | Australia |
| City | Brisbane |
| Period | 1/12/14 → 3/12/14 |
| Internet address |
