International Market Research Articles

The Impact of Endomarketing Actions on Employee Satisfaction: A Case Study

Objective: The objective of this study was to investigate the impact of internal marketing actions on employee satisfaction in a company. Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. The following stand out: marketing, satisfaction and motivation in the work environment, and environmental assessment, providing a solid basis for understanding the context of the research. Method: The methodology adopted for this research comprised a bibliographic review, with a descriptive approach of a quantitative nature. Data collection was carried out through a questionnaire applied to 16 individuals from a distributor containing a total of 22 multiple-choice questions. Results and Discussion: The results obtained revealed a high level of satisfaction on the part of the employee regarding the quality of work and their relationship with leaders, co-workers and between departments, and also showed that employees are motivated and engaged. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of internal marketing and organizational climate. These implications may encompass the fields of people management, organizational processes and marketing. Originality/Value: This study contributes to the literature by discussing an original and innovative theme in the field of organizational marketing, in addition to allowing new discoveries or providing a holistic view of the interrelationships in the internal environment of a distributor. The relevance and value of this research are evidenced by the practical application of this study.

Tourism and farmers' economic transformation: lessons from North Toraja

Farm diversification is becoming increasingly important for farmers in developing countries to improve economic resilience, especially with the increasing instability of agricultural markets. Agritourism, as one of the diversification strategies, can provide farmers with an alternative source of income. However, the factors influencing this diversification decision, particularly in rural areas such as North Toraja, Indonesia, still need to be fully understood. This qualitative research aims to understand the factors that influence farmers' livelihood diversification decisions in North Toraja, focusing on the role of agritourism and its implications for economic resilience and sustainable development. Data was collected through semi-structured interviews with 30 North Toraja farmers who have yet to diversify their businesses. The results showed that farmers' diversification decisions are influenced by several factors, including internal motivation (such as income generation opportunities and lifestyle needs), resource availability (land, capital, skills), market conditions (demand for agricultural products and agritourism services), and accessibility (strategic location and good access). The analysis also revealed that 83% of farmers were motivated by income generation opportunities, while 60% considered capital and location important factors in diversification. Farm diversification through agritourism provides additional income opportunities and contributes to farmers' economic resilience. This research emphasizes that diversification decisions are complex processes influenced by economic, social, and cultural factors. The results of this study provide insights into the dynamics of farmers' diversification decisions and provide policy implications to support sustainable rural development through agritourism.

EDUCATION AS A MAJOR CAPITAL AND THE MAIN BASIS FOR THE ECONOMIC POTENTIAL OF THE COUNTRY

Based on the works of philosophers of the ancient world and scientists of our time, the article analyzes the need for the existence of two components of its development in any country, namely human capital and financial and political opportunities. Attention is paid to the fact that intellectual potential is a set of resources that include human intelligence and creative ability, with its characteristic educational and qualification indicators. It is proved that higher education graduates are the intellectual core that forms the market of qualified specialists capable of becoming the economic potential of the country. It is shown that the rational use of this potential, in combination with other scientific achievements of society, contributes to the achievement of a new quality of economic development, raising living standards and preserving the environment for future generations. That is, the level of awareness and education of each individual is the molecule that lays the foundation for consolidating the country's competitive influence in the international market. To implement the above, the need for more active use of public administration in the educational process at all levels is determined, the expediency of applying legislative regulation of the process of interaction between higher education institutions and business structures is investigated, both for the establishment of joint projects and processes of commercialization and reform of education in different countries, including in modern Ukraine, and for achieving positive changes in strategic planning and economic development.

Illegal Deforestation in Mato Grosso: How Loopholes in Implementing Brazil’s Forest Code Endanger the Soy Sector

Brazil’s Forest Code (FC) is a landmark law that, despite dating back to the 1930s, has low compliance. Illegal deforestation continues, and millions of hectares that were set to be reforested remain degraded. Although sector agreements such as the Amazon Soy Moratorium (ASM) have been important in the fight against deforestation, the implementation of the FC represents the key long-term strategy to halt deforestation in the soy supply chain. Here, we used datasets of the boundaries of rural properties, deforestation permits, environmental licensing, and land cover in Mato Grosso to quantify illegal deforestation and analyzed compliance with the Forest Code (FC) on soy farms to explore how loopholes in the implementation of the FC allow deforestation to continue unabated. Our analyses show that between August 2009 and July 2019, soy farms in Mato Grosso State, the largest Brazilian soy producer, were responsible for 31% (or 511 thousand hectares) of all land cleared in registered properties. Most of this deforestation was illegal. The FC implementation within these properties has been slow: only 11% of registered soy farms have made it to the final stage of the registration process, thus being considered fully compliant. This novel analysis reinforces that accelerating the implementation of the FC could significantly reduce deforestation and advance the restoration of illegally cleared land particularly in the Cerrado, where 50% of the original cover has already been lost, as well as in the Amazon. By achieving full compliance in the soy sector, Brazil’s position in the international market would be strengthened as a supplier of sustainably produced, deforestation-free commodities.

A Horizontal Double‐Sided Copper Metallization Technology Designed for Solar Cell Mass‐Production

ABSTRACTIn the international photovoltaic market, the “carbon footprint” label has received great attention, and low‐carbon footprint products are widely popular. Compared with metallic silver, copper has the characteristics of low carbon emissions and low cost, which can effectively reduce the carbon footprint. Based on this, this article reports a horizontal double‐sided copper metallization technology. This technology can not only metalize the front and back sides of various types of silicon solar cells at the same time but also has fast speed, good uniformity, and simple process, making it suitable for the industrial mass production of solar cells. This article describes the structure and manufacturing process of TOPCon solar cells patterned with an ultrashort pulse laser and metalized using this novel horizontal double‐sided copper metallization technology. In this batch, average efficiency reached above 26%.

The Economics of Capital Allocation in Firms: Evidence from Internal Capital Markets

We analyze a unique chief financial officer (CFO) survey data set to examine capital allocation in firms. Top management is aware of agency and information problems at the divisional level and organizes the budgeting process to counteract managerial opportunism, employing systems of interconnected measures, including layers of approval, divisional budgets, reporting requirements, and compensation schemes. When making funding decisions, top management relies heavily on top-level nonfinancial information, such as the assessment of divisional managers’ abilities. However, substantial parts of the capital budget do not require top management approval as firms trade off the benefits and costs of decentralization, thereby deviating from the traditional paradigm of decentralized project initiation but centralized project approval. Even firms with active internal capital markets tilt capital allocation toward relatively even distributions, reflecting the use of capital allocation as a credible communication device. We also find that within-firm agency problems may result in capital rationing, that is, divisions’ restricted access to internal capital. CFOs also believe that integrating multiple businesses into an internal capital market results in tangible financial benefits, predominantly lower costs of capital and higher debt capacities. Thus, our findings also support coinsurance arguments suggesting that internal capital markets may improve access to external financing. This paper was accepted by Victoria Ivashina, finance. Funding: This work was supported by the BBBank Karlsruhe, Wissenschaftsförderung der Sparkassen-Finanzgruppe, and Karlsruher Institut für Technologie (Karlsruhe House of Young Scientists). Publishing fees were supported by the “Funding Programme Open Access Publishing” of the University of Hohenheim. Supplemental Material: The online appendices and data files are available at https://doi.org/10.1287/mnsc.2021.02755 .

The Impact of Institutional Orientation on Export Performance: Mediating Role of Firm Innovativeness

ABSTRACTIn international marketing research, innovativeness is usually considered as an important element for firms that adopt an export orientation and that wonder about their success in foreign markets. It might help exporters to better ensure their international orientations. This study aims to test the relationship between institutional orientation, innovativeness, and export performance. It also aims to test the mediating effect of innovativeness in the relationship between institutional orientation and export performance. For this reason, a questionnaire was administered to 260 exporting companies. Results show that institutional orientation has an effect on export performance, especially through its dimension “conformity.” They also show that innovativeness can mediate the link between institutional orientation and export performance.

Characterization of Drupe Traits in Sixty-Six Teak Candidate Plus Trees (CPTs) in Gujarat Forests of India for Enhanced Seed Collection and Fruit Production

The most valuable timber of the world i.e., teak was recognized as king of wood due to its wood quality such as durability, physical and aesthetic wood property for multiple uses. It is distributed throughout India and Southeast Asia and known for center of teak genetic diversity. It has a high demand in international market and national market due to multifarious uses. However, the natural population of Teak is decreasing in India due to anthropogenic activities, deforestation, climate change and other environmental factors. In addition, the poor seed yield per tree and extremely low seed germination rates are significant problems for the teak plantation industry and production of quality seed. Nevertheless, there are huge gap between demand and supply of industrial timber in India. This can be fulfilled by the teak plantation within agroforestry systems and degraded forest lands. Gujarat forest has natural teak populations which falls in the conjunction point of Western Ghats of India. Hence, sixty-six CPTs of teak were screened out for quality seed collection and reproduction from natural teak populations. Fruits of teak were collected from various CPTs with wide range of geographic locations in Gujarat forests of India. The drupe and stone morphometric traits were studied to capture the phenotypic and genotypic variations; to select better traits on the basis of repeatability coefficient; and to look geographic location effect on various fruit characters and inter-character correlations for quality seed collection and fruit production. Present result showed significant differences (p≤ 0.0001) in all the studied fruit traits among 66 CPTs of Tectona grandis. Drupe were lengthiest in GJNBD 0467 (12.36 mm), broadest in the GJNBD 0467 (14.75 mm) and heaviest in the GJAH 1056 (0.73 g) CPT, whereas smallest in GJNBD 1122 (8.3 mm), narrowest in GJNBD 1122 (9.91 mm) and lightest in GJNBD 1122 (0.32 g) CPT. Stone were longest in GJNBD 0467 (8.71 mm), thickest in GJAH 1056 (10.01 mm) and heaviest in GJAH 1056 (0.51 g) CPT, while shortest in GJNBD 1122 (6.06 mm), thinnest stone in GJNBD 1122 (7.56 mm) and lightest in GJNBD 0772 (0.22 g) CPT. Overall, GJNBD 0467, GJAH 1056, GJNBD 0950, GJAH 0844 and GJNBD 0470 CPTs were superior for studied traits as compared to others. CPT repeatability coefficient was higher for drupe characters as compared to stone parameters, where selection can be made for drupe length for future tree improvement programme. The genetic improvement via CPT selection is better option for maintaining genetic diversity of Teak, its conservation and management. Latitude showed strong negative correlation with drupe length, stone length and drupe mass. Longitude was negatively correlated with stone length and width. Thus, the geographical parameter has an impact on the seed formation, evolution and plant fitness. The strong correlations were found among seed morphometric characters which influenced to seed development and creating fitness interaction with continuous changing environment.

African sovereign risk premia and international market assets: A relook under the COVID-19 outbreak

African sovereign risk premia and international market assets: A relook under the COVID-19 outbreak

Unpacking Forest Stewardship Council certification in Chile: The scope and limitations of neoliberal market‐driven governance for achieving sustainable development

AbstractThe Forest Stewardship Council (FSC) is an international NGO promoting sustainable forest management by setting standards and certifying timber as eco‐friendly. After facing significant resistance from the Chilean forestry sector, which is plagued by environmental and territorial conflicts, FSC began certifying Chile's main forestry corporations in 2010. This article examines the implementation of FSC's standards by addressing two questions. First, how does FSC function in practice, including the roles of consultants, chambers, and instruments in the certification process? Second, what are the scope and limitations of FSC in achieving sustainable development and managing forestry industry conflicts? Elaborating on 24 interviews with key forestry stakeholders, ethnographic fieldwork, and documentary analysis, the findings indicate that FSC enhances management practices in the forestry industry by promoting legal compliance, rational production management, and improved relations between firms and local communities. FSC provides a green imaginary that ‘cleans up’ timber production as conflict‐free, facilitating its free circulation in the international market. However, as a private governance system, FSC is based on an artificial consensus that has limitations such as power imbalances between firms and communities, limited sanctioning power, and close ties with large industry actors. This neoliberal form of governance fails to resolve structural problems between industry and indigenous communities, yet it creates strategic opportunities for mediating the relationships between actors. In Chile, FSC enables incomplete citizenship for communities and serves as a ‘soft regulation’ for firms, reducing the likelihood of increased State regulation in the forestry sector.

Assessment of Heavy Metal (Zinc, Copper, Lead and Cadmium) Contamination in Common Edible Shellfish Species of the Hooghly River and Sunderbans, India

The content of four heavy metals (Zinc, Copper, Lead and Cadmium) in muscles of three shell fish species - prawns -Penaeus monodon and Penaeus indicus and crabs-Scylla serrata, the most prime shellfish food resources of human in the domestic and international market were studied at four stations in the estuarine belt near Bay-of-Bengal which receives wastes of various types from industries and various anthropogenic activities. The samples were digested by acid digestion. The metal contents were quantified using an AAS (Atomic absorption spectrophotometer). The distribution of trace metals accumulated in the muscle tissues of the above mentioned species was in the order- Zn > Cu> Pb> Cd. In the present study, levels of Zinc in the shell fishes ranged from 07.44±0.65 to 128.10 ±2.96 ; Cu ranged from 5 ±0.15 to 99.14 ±1.31; Pb varied from 1.67± 0.14 to 23.99 ± 0.79 and Cd ranged from 1.29± 0.35 to 7.09 ± 0.80.The concentration of the four metals exhibited spatial variation as station 1 >station 2 > station 3 > station 4, which could be a reflection of different bioavailability of metal concentrations in the water body at different stations. The results obtained showed that the metal concentrations in most of the cases were above the threshold value recommended by WHO. Metals such as Cu, Zn, Pb, Cd, can affect various aquatic organisms as well as human being either directly or indirectly as they can enter into the food chain and may be biomagnified at higher trophic levels which is one of the top concerns for human health. Essential heavy metals such as Zinc and Copper are relatively less harmful at low concentration while non-essential metals such as Cd and Pb are highly toxic even at low concentrations.

The dynamics of the South African lucerne hay industry

ABSTRACT Lucerne hay is undoubtedly one of the most important forage crops used in animal nutrition globally. This article sheds light on the intricacies of the South African lucerne hay sector by offering an industry overview. Lucerne hay quality is categorised into different grades: Supreme, Prime, Grade 1, Grade 2, and Grade 3, each exhibiting its distinct characteristics and attributes based on the nutritional value of dairy cattle. The producer price of lucerne hay is driven by supply and demand in the market. These fluctuations reflect the attractiveness of new producers entering or producers exiting the industry, indicating the sensitivity of market dynamics to external factors like weather and international demand. On average, South Africa exports 160 to 240 thousand tons annually, mainly to neighbouring countries and the Middle East. Over the last several years, the Chinese markets imported a growing volume of South African-produced lucerne hay. Weather conditions are one of the leading drivers of changes in the availability, quantity, and quality of lucerne hay in South Africa, impacting the producer price of lucerne hay in the local market. This article aims to provide insight into the dynamics of the South African lucerne hay industry. Additional research is required to understand the interactions of weather conditions (temperature variations, rainfall and occurrence of rainfall) on lucerne hay production and quality. Understanding international demand for South African lucerne hay will provide insight into the competitiveness of South African lucerne hay in the international market.

Public Policies for the Energy Efficiency of Buildings in Mexico

In Latin America, the energy crisis has worsened due to the dependence on energy services and fossil fuel imports from highly industrialized countries at prices established by the international market; this is particularly relevant to the construction industry, which presents a significant deficit in optimal energy consumption. Hence, some governments have established public policies to maximize the efficiency of these services and, at the same time, minimize the carbon footprint. In this research study, we reviewed the public policies, strategies, and incentives for energy efficiency (EE) implementation in the residential sector established by the Mexican government. A scoping review methodology was chosen and implemented in the following steps: 1. Research inquiry identification. 2. Determination of the relevant literature and studies. 3. The literature selection. 4. Data graphing. 5. Results collection, overview, and submission. In this systematic review, we identified five mandatory standards (NOM-008-ENER-2001, NOM-009-ENER-2014, NOM-018-ENER-2011, NOM-020-ENER-2011, and NOM-024-ENER-2012), six optional standards, four strategies (Green Mortgage, Integral Sustainable Improvement in Existing Housing, ECOCASA, and NAMA), and three kinds of incentives (green bonds, credit and interest rates (Green Mortgage, FIDE, and Ecocasa), and taxes (Income Tax Reduction)). As a result of the implementation of the above, as of December 2020, NAMA financed 5106 developers of 38 projects in 15 states; contributed to a reduction of 126,779 tons of CO2; and aided 19,913 people. From 2013 to December 2023, EcoCasa subsidized 71,440 households for a total of 224 projects in 25 states; contributed to a reduction of 2.6 million tons of CO2; aided 285,760 Mexicans; and issued EcoCasa certificates for 3,473,556 m2. The results of the EE indicators in residential buildings showed an increase in the housing unit number as well as an increase in household appliances, with those based on power consumption prevailing. The residential sector ranks third in power consumption in Mexico, consuming an estimated 790 pj, of which 76% corresponds to thermal energy and 24% to electric power. Among countries in Latin America and the Caribbean, Mexico has achieved an Energy Transition Index of 62%.

A Comparative Analysis of Ethnic Networks and Internationalization of Latin American Agri-SMEs: The Case of Argentina, Brazil, and Chile

This paper investigates the key drivers influencing the internationalization of agricultural small and medium-sized enterprises (agri-SMEs) in Latin America, with a particular emphasis on the role of social and ethnic networks. Focusing on Argentina, Brazil, and Chile—three of the region’s largest agricultural economies—this study examines how familial and cultural connections between descendants of European immigrants and European entrepreneurs facilitate the global expansion of agri-SMEs. Using a cross-sectional quantitative analysis, data from agri-SME managers reveal the importance of these networks in reducing market entry barriers by providing insider knowledge of foreign markets, regulatory conditions, and potential business partnerships. The findings demonstrate that ethnic networks significantly reduce market entry barriers, providing Latin American agri-SMEs access to essential insider knowledge on foreign markets and local regulations, thereby facilitating internationalization. Additionally, agri-SMEs that leverage these networks are better positioned to meet growing global demands for sustainable, traceable food products, gaining a competitive advantage in international markets. The strength and frequency of interactions within ethnic networks are positively correlated with the degree of internationalization, highlighting the importance of social capital in overcoming operational challenges. This paper contributes to the literature by highlighting the underexplored role of ethnic networks in shaping the international marketing strategies of agricultural firms and their capacity to adapt to evolving consumer behaviors. The study offers practical insights for supporting the global integration of agri-SMEs in Latin America, addressing both operational challenges and the increasing need for sustainable food production practices.

Intellectual Property Risks and Countermeasures in Cross-Border E-Commerce

Cross-border e-commerce has experienced rapid development driven by globalization trends, emerging as a significant force propelling international trade and economic growth. However, with the intensification of legal, cultural differences, and technological changes across nations, intellectual property issues in the cross-border e-commerce sector have become increasingly prominent. Intellectual property serves as the core of business innovation and market competition; any infringement thereof can lead to substantial financial losses for enterprises and erode market trust and brand reputation. Cross-border e-commerce enterprises face multifaceted intellectual property risks, including infringement, brand theft, and data leakage, particularly within differing legal systems, complicating these issues further. The protection of intellectual property is not only crucial for safeguarding corporate interests but also a necessary prerequisite for ensuring the healthy development of the global market. In response, cross-border e-commerce enterprises must adopt proactive measures, ranging from institutional construction to enhancing user awareness, to comprehensively address intellectual property risks and ensure their competitiveness and sustainable development in the international market.

Research on the Relationship Between Cross-Cultural Marketing and Brand Recognition and Loyalty

This paper explores the critical role of cross-cultural countermeasures in international marketing, focusing on the factors that influence the growth of enterprises in diverse cultural contexts and the operational challenges they face. As globalization deepens and the economic and cultural ties between nations become increasingly close, the need for culturally sensitive marketing strategies has never been more crucial. The study investigates how multinational companies, particularly through the case of McDonald’s, successfully navigate the complexities of cross-cultural marketing to enhance brand recognition and customer loyalty. Utilizing a mixed-methods research approach, including both quantitative data analysis and qualitative case studies, the paper examines the impact of localized marketing strategies on brand awareness and consumer behavior in different markets. The findings highlight the importance of adapting marketing strategies to the cultural context of each target market, emphasizing product localization, cultural adaptation in advertising, and leveraging local insights. The research concludes that culturally sensitive marketing strategies significantly contribute to global brand success and customer loyalty, offering practical recommendations for firms aiming to strengthen their global market presence.

Research on the Development Trend of New Energy Electric Vehicles in China based on Mathematical Model

As the global economic development moves closer to the direction of green sustainability, the international automobile market pays more and more attention to the development of new energy vehicles. New energy electric vehicle (NEV), as a kind of new energy vehicles, has developed rapidly in recent years due to its characteristics of low pollution, low energy consumption, peak power consumption and adjustment capacity, and has been welcomed by global consumers and governments. The Chinese government conforms to the development of The Times and actively promotes the development of its industry. This paper aims to study the development trend of China's new energy electric vehicles in China, through the establishment of multiple linear regression equation model analysis of different factors of new energy electric vehicles, and using the stochastic comparison model compared the influence of new energy electric vehicles on the traditional energy vehicle industry, and establish the influence factor model, analyze the international policy influence on the development of new energy electric vehicles, in the whole research process to test and the advantages and disadvantages analysis.

Tesla’s Electric Future: A Comprehensive Marketing Strategy Analysis and Implementation Plan

This paper deeply explores the essence of Tesla’s marketing strategy in the field of electric vehicles, and accurately extracts three core competitiveness: brand influence, technological innovation and vertical integration of industrial chain. At the same time, it also faces the severe challenges faced by Tesla in expanding production capacity and coping with fierce competition in the market. In view of the explosive growth trend of the global electric vehicle market and the huge potential of the international market, this paper carefully planned a series of comprehensive strategic measures aimed at promoting Tesla’s continued growth. These measures not only cover the diversification of product lines, refined pricing strategies, increased investment in marketing resources and global market expansion, but also emphasize the flexible response mechanism for extreme market demand changes and deep cultivation of emerging markets to ensure Tesla’s leading position in the global electric vehicle industry and continue to lead the trend of industry innovation and development. In such a rapidly changing industry, Tesla must continuously enhance its strategic adaptability and innovation capabilities to meet the challenges of the future.

A Study on the Translation of Instructions for Heat-Clearing and Detoxifying Traditional Chinese Medicines under the Functional Equivalence Theory

Heat-clearing and detoxifying traditional Chinese medicines are an important part and distinctive advantage of China’s medical and health undertakings. Traditional Chinese medicine is an outstanding traditional culture of the Chinese nation and a unique and significant health resource in our country. The rapidly growing international market has created excellent opportunities for the export of heat-clearing and detoxifying traditional Chinese medicines. Currently, the English translation of instructions for proprietary Chinese medicines lacks unified translation standards and the guidance of translation theories. The existing English translations of instructions for proprietary Chinese medicines in our country have problems such as confusion and non-standardization. Therefore, the research on the instructions of heat-clearing and detoxifying medicines under the functional equivalence theory is highly significant. This paper takes several common heat-clearing and detoxifying medicines available on the market as examples, analyzes the problems and their causes in the translation of the instructions from the perspective of the functional equivalence theory, and finds more reasonable and standardized translation methods. It helps foreign consumers understand the characteristics and functions of traditional Chinese medicine, thereby stimulating their consumption desires. This paper studies the translation process using the functional equivalence theory, investigates the structure and language features of the instructions for traditional Chinese medicine, and discusses the corresponding translation strategies for the instructions of heat-clearing and detoxifying traditional Chinese medicines at the lexical and syntactic levels respectively to achieve functional equivalence.

Factors Driving Consumption Preferences for Fresh Mango and Mango-Based Products in Italy and Brazil

In many European countries the consumption of tropical fruit is constantly growing, and people are increasingly turning to diets rich in fruit and vegetables. In this context, mango is considered a super-food for its nutritional medium-high energy value. Produced mainly in developing countries, tropical fruits animate an interesting international market. Production in Mediterranean countries is also growing and is increasingly requested in European markets. The aim of this work is to investigate the factors that drive the inclination to purchase fresh mango and mango food and drinks in Italy and Brazil in order to observe consumer preferences in the two countries. The personal experiences, motivations and choices of consumers regarding fresh mango and mango-based products were taken into consideration. Through an online survey, a semi-structured questionnaire was administered in Italy and Brazil which led to a total sample of 453 participants. The data were statistically analyzed, and a PLS-SEM model was used to empirically examine the factors influencing the consumption of fresh mango and mango food and drinks. The research hypotheses are all supported. For a comparison between the two countries, a multigroup analysis (PLS-MGA) was performed. In Italy, consumers are attentive to the quality and safety of the fruit; they choose the point of sale where they buy fresh mango or mango foods because they trust the seller to guarantee the fruit’s origin and transformation. In Brazil, new consumer trends are emerging especially in gastronomy; since they are local foods, they are considered safe, sustainable and healthy by consumers. The study addresses a little-explored topic and aims to enrich the debate on consumer orientations, preferences and reasons for buying mango and mango products.