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Sustainability and Marketing in Coffee Markets

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Lukas Harbig
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I interviewed random-selected companies (n=25) at the London Coffee Festival 2017, about what 'sustainability' means to them.
 
Lukas Harbig
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This paper argues about sustainability marketing and its role in coffee markets, combining fundamental scientific insights with data prepared from the UN and development aid organizations. After a short etymology of sustainability marketing, coffee market gets examined focussing on the current crisis. Actual conflicts referring to sustainability are recognized and the coffee retailer's central role in the innovation process gets considered. In chapter 5 and 6 green coffee value chains are enlightened, paying special attention to information and resources transfers. Finally, dynamic relations in coffee markets get forecasted, referring to current changes in European food markets.