Connecting consumers to producers to foster sustainable consumption in international coffee supply–a marketing intervention study

Abstract

Creating connections between consumers and producers (relational proximity) seems a promising approach to foster sustainable consumption behaviour in international food supply. In this intervention study, we tested three experiential marketing interventions to connect consumers to producers of an international community-supported agriculture (CSA) partnership for coffee (Teikei Coffee). Consumers (N = 136), recruited at a fair for sustainable products and lifestyles in Germany, (a) watched a promotional video about the coffee CSA, (b) attended a presentation of the coffee CSA, or (c) participated in a mindful tasting experience of the CSA coffee. Findings indicate that experiential marketing tools, to varying degrees, indeed create connections from consumers to producers, thereby fostering sustainable consumption behaviour. The findings can inform international food supply marketing efforts aimed at stimulating sustainable consumption.