Sustainable Marketing and Consumers’ Food Preference

Dear Colleagues,

The study of consumer preferences constitutes a fundamental phase in the development of strategies of sustainable agriculture and food marketing.  The information frame of reference that the numerous studies conducted in this field have generated to date, however, risks being undermined by the advent of Coronavirus.  This circumstance indeed brings to the attention of researchers the question of the possible variation in the purchasing behavior of agriculture and food products by consumers.  In fact, while on one hand, the limitation of freedom of movement and aggregation has had, without doubt, a definite impact on the models of consumption in the HORECA channel (hotel/restaurant/catering), on the other hand, the health crisis might have had an even more radical effect, modifying the structure of preferences and, thus, the purchasing behavior and consumption of food.  In light of this event of a global magnitude, it appears particularly interesting and strategic to analyze the effects on consumers, their preferences, and their habits, in view of identifying new models of sustainable marketing, capable of steering consumption toward products with a lesser environmental impact and, at the same time, to support the local agriculture and food sector.

The studies in this Special Issue are expected to address the following topics, also tackling them in light of possible structural and transitory modifications imposed by the advent of COVID-19:

• Identification of impacts on key preference structures which guide consumers’ sustainable food choices and behavior;
• Identification of new models of sustainable marketing;
• Identification of new post-COVID-19 food patterns;
• Identification of policies to support the post-pandemic agriculture and foods sector;
• Consumer segmentation and analysis of their willingness to pay;
• Strategies of agriculture and food companies aimed at weathering the crisis;
• Product innovation and sustainable consumption.

Dr. Gabriele Scozzafava
Prof. Dr. Christine Mauracher
Dr. Francesca Gerini
Guest Editors

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• consumer preferences
• marketing
• sustainability
• food
• COVID-19