Creation of a “green” product brand for promotion of sustainable catering services in Zemgale region [Latvia]
2017
Grinberga-Zalite, G., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Economics and Social Development | Ozolina, A., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Economics and Social Development
Nowadays, healthy lifestyle and healthy nutrition aspects are essential prerequisites for the development of any nation as it is the basics of human existence and capacity for work. Sustainable Development Strategy of Latvia until 2030 foresees to advance healthy catering services by promoting organic agriculture and sustainable way of life. To position Zemgale region as “the greenest” region in Latvia, and possibly in the entire EU, the society and catering service providers need to be aware of and have understanding of sustainability essentials. To promote sustainable eating habits in society, it is necessary to develop such a brand strategy of Zemgale region that would position this region as a green and sustainable catering service provider. In authors’ opinion, Zemgale region has a potential to successfully develop its “green” product brand since Zemgale comprises more productive utilised agricultural land areas compared with the other regions of Latvia. The aim of the research was to develop proposals for a “green” product brand foundation in Zemgale region for promotion of sustainable catering services. The research employed monographic, statistical analysis, descriptive and sociological research (questionnaire) methods. The results of the research showed that the residents of Zemgale are interested in a “green” product brand development and there are various alternatives how to position it in the market.
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