Marketing Strategies Research Articles

Drivers of green innovation and green acquisition: empirical evidence from the food and beverage industry

Purpose Green innovation and green acquisition are key green marketing strategies. This paper aims to explore and compare the drivers of green acquisition and green innovation strategies firms adopt. Moreover, the moderating role of top management team (TMT) sustainability commitment is investigated. Design/methodology/approach The research model used secondary data based on 1,565 firm-year observations in the beverage and food industry in the US. The two-stage control function approach was used for data analysis. Findings Media attention motivates firms to pursue both green innovation and green acquisition. The TMT sustainability commitment plays a pivotal moderating role. It strengthens the link between environmental regulation stringency and green innovation but weakens the impact of media attention on green acquisition. Practical implications Managers can leverage the study’s findings to guide sustainable marketing decisions in response to environmental regulations and media scrutiny. Policymakers and investors can encourage firms to adopt more sustainable practices, helping align corporate strategies with Sustainable Development Goals 9 and 12. Originality/value Though green innovation determinants are extensively studied, most studies rely on surveys or qualitative methods rather than secondary data. Also, as an alternative to developing in-house green technologies or products, the drivers of green acquisition remain unclear despite its growing prevalence. This study addresses both gaps in the sustainable marketing literature.

Analysis of the Role of Digital Marketing in the Development of Micro, Small and Medium Enterprises (MSMEs) in Cibinong District

This study aims to analyze the role of digital development marketing in supporting the growth of Micro, Small, and Medium Enterprises (MSMEs) in Cibinong District. Along with the increasing internet penetration and use of social media, digital marketing has become a strategic tool to increase market reach and competitiveness of MSMEs. The research method used is descriptive qualitative, with data collection through interviews, observations, and literature studies. The results of the study indicate that MSMEs that implement digital marketing are able to increase sales, expand market share, and strengthen product branding. However, there are still obstacles in the form of a lack of digital knowledge and access to technology, especially among micro-scale MSMEs. Therefore, support is needed from the government and related institutions to improve digital literacy and provide infrastructure that supports the development of digital marketing in this region. Overall, the role of digital marketing for MSMEs in Cibinong District is very significant in increasing competitiveness, efficiency, and market reach. However, to maximize this potential, collaborative efforts are needed between MSME actors, the government, and technology service providers so that existing challenges can be overcome properly. This study is expected to be a reference for the development of effective digital marketing strategies for MSMEs in Cibinong District.

Marketing Strategies in the Digital Age: Opportunities and Challenges

Purpose:Transformation and Response to Enterprise Marketing Strategies in the Digital AgeWith the rapid development of information technology, the digital era has come in all its aspects, bringing a new landscape to enterprise marketing strategy. The digital age brings many opportunities. First, there is more accurate market positioning, and enterprises use technologies such as big data, Can in-depth analysis of a variety of consumer data, accurate grasp of their needs and preferences, so as to clearly identify the target market, like millet through the analysis of user data, accurate positioning of young, the pursuit of cost-effective consumer groups, to launch products that meet their needs. Secondly, there is a wider distribution channel. The popularization of the Internet and social media has allowed enterprises to quickly spread their marketing information to all parts of the world, and Bytedance's products have utilized the advantages of their own platforms to achieve widespread information distribution. Moreover, more efficient customer interaction, enterprises can communicate with customers in real time through the online platform, timely access to feedback, improve customer satisfaction, such as Huawei through the online community interaction with users to improve products and services. However, the challenges cannot be ignored. Data security and privacy protection have become critical issues, and once a data breach occurs, it can seriously damage the reputation of a company, as some high-profile companies have been questioned over data security. The difficulty of accurate marketing is that the market changes rapidly, consumer demand is diverse and volatile, and it is difficult for enterprises to accurately grasp it at all times. The complexity of multichannel integration also causes problems for enterprises, and the characteristics and user groups of different channels are different, making integration difficult. Domestic and foreign enterprises have many successful experiences to learn from. For example, Apple pays attention to the user experience and has built a unique brand image and marketing model through the convergence of online and offline channels. In response to the challenge, enterprises should strengthen data security management and establish strict protection mechanisms. Continuous improvement of data analysis capabilities to better adapt to market changes; At the same time, we should focus on coordination between channels to achieve complementarity of strengths. In short, enterprises need to take full advantage of opportunities in the digital age, actively cope with challenges, and formulate effective marketing strategies in order to gain a foothold and develop in the fierce market competition.

The Benefits of Redefining a Round of Golf: An Analysis Based on Leisure Constraints Theory

The golf industry plays an important role in the economy. However, shifts in the marketplace have created challenges for the industry. The purpose of this research is to discover potential marketing strategies to recruit and retain golfers that focus on eliminating leisure constraints. Using a survey, this research asked golfers about their interests in playing different golf course configurations instead of the traditional 18 holes. Results show that a majority of participants prefer shorter rounds. The results of this study can assist golf course owners in developing marketing strategies that remove leisure constraints for consumers, therefore increasing participation and profitability.

Influence of Social Media Marketing on Destination Choice among European Travelers

Purpose: The aim of the study was to analyze the influence of social media marketing on destination choice among European travelers. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Social media marketing has a significant influence on destination choice among European travelers, as it shapes their perceptions and decision-making processes. Studies show that platforms like Instagram, Facebook, and YouTube serve as key sources of inspiration and information, with user-generated content and influencer recommendations often playing a pivotal role in shaping travel preferences. Travelers are particularly drawn to visually appealing content, which showcases destinations' attractions, culture, and experiences in an engaging manner. Unique Contribution to Theory, Practice and Policy: Uses and gratifications theory (UGT), social proof theory & elaboration likelihood Model (ELM) may be used to anchor future studies on the influence of social media marketing on destination choice among European travelers. Travel businesses should invest in creating visually compelling content that showcases their offerings. Destination marketing organizations (DMOs) should adopt policies that prioritize high-quality visual content in their marketing strategies.

The Role of Rimbun Conservation Village in Encouraging Nature Conservation and Improving Environmental Image

Rimbun Conservation Village has the potential as a model for sustainable ecotourism development amid global environmental challenges. This research aims to explore the effectiveness of Rimbun Conservation Village's role in environmental preservation and ecological image enhancement through ecotourism activities. The method used in this research utilizes qualitative methods, which include interviews, direct observation, and documentation. The results showed that Rimbun Conservation Village succeeded in raising community and tourist awareness of the importance of conservation, although there are some aspects that need to be improved, such as cleanliness, adequate facilities and accessibility. In addition, the participation of the community and tourists in activities such as tree planting and educational programs proved to provide economic benefits and increase tourist engagement. The main conclusion of this study is that Rimbun Conservation Village not only serves as a recreational center, but also as a living example of the harmonization between nature conservation and economic growth. To attract more tourists, it is recommended that the manager improve facilities and implement more effective digital marketing strategies. This research is expected to contribute to the development of ecotourism in other more sustainable tourist destinations in Indonesia.

Exploring Interpersonal Dynamics in Wellness Tourism: A Reexamination of Intentions Through a Case Study of Generation X Citizens in Thailand

Objective: This research primarily aims to investigate the factors influencing wellness tourism experiences for Generation X in Thailand, focusing on revisit intentions and overall satisfaction. Specific objectives include identifying key factors affecting relationships with healthcare providers and fellow tourists, analyzing the impact of these relationships, and exploring the correlation between authenticity, organizational identification, and revisit intentions. Theoretical Framework: Wellness and healthcare tourism investigate the factors influencing revisit intentions. Unlike general wellness, wellness tourism emphasizes holistic health through activities that integrate physical, mental, and social well-being. It encompasses experiences from hedonic beauty spas to eudaimonic spiritual retreats. Wellness hotels cater to these demands, providing tailored services for overall well-being. In contrast, healthcare tourism promotes emotional health and quality of life through organized trips, while medical tourism focuses primarily on reactive treatments. Revisit intentions are shaped by memorable, authentic experiences, with emotions, customer satisfaction, and electronic word of mouth (eWOM) playing critical roles. Authenticity existential and constructive significantly affects satisfaction, loyalty, and revisit intentions. This study emphasizes delivering exceptional wellness experiences that foster personal growth and cultivate long-term loyalty. Method: This research investigates the factors influencing wellness tourism experiences among Generation X individuals in Thailand, emphasizing revisit intentions and overall satisfaction. Using a cross-sectional quantitative design, data were collected to establish causal relationships among key variables: Wellness Tourism Experience (WTE), Existential Authenticity (EA), Constructive Authenticity (CA), Corporate Identification (CoIn), and Rememberability (RemA). Conducted between January 11 and December 30, 2023, the survey targeted Generation X participants who engaged in wellness tourism, selected from visitor records and databases. The sample size, estimated using Krejcie and Morgan's (1970) guidelines, aimed for 400 participants to ensure representativeness and minimize bias. The questionnaire demonstrated reliability with a Cronbach’s Alpha of 0.92. Data were analyzed using ADANCO software for Structural Equation Modeling (SEM) to assess construct reliability, convergent validity, and model fit. Results: This study examines the intricate dynamics of relationships within wellness tourism among Generation X citizens in Thailand, emphasizing their influence on revisit intentions and overall satisfaction. Conducted over 79 days with 406 participants, the research revealed a diverse demographic: 30.8% male, 69.2% female, with 50.9% holding bachelor’s degrees and 48.3% earning between 30,001 and 50,000 baht. Statistical validation demonstrated robust constructs characterized by high reliability and strong convergent validity. Descriptive analyses indicated positive perceptions of key dimensions, particularly existential and constructive authenticity, corporate identification, rememberability, and revisit intentions (mean values: 4.44 to 4.97). Although significant, limitations regarding generalizability to other age groups are acknowledged. Overall, the findings provide critical insights for Thai wellness tourism businesses, highlighting the need to align marketing strategies and services with Generation X preferences to enhance satisfaction and loyalty. This research contributes valuable perspectives for theoretical advancement and practical application within the tourism and hospitality sectors. Research Implications: This study investigates the relationships and revisit intentions in wellness tourism experiences among Generation X in Thailand using a quantitative cross-sectional design. Key findings reveal a strong correlation between Wellness Tourism Experience (WTE) and Revisit Intention (RI), emphasizing the importance of authenticity in enhancing customer loyalty and satisfaction. Originality/Value: This study analyzes interpersonal dynamics influencing revisit intentions among Generation X tourists in Thailand's wellness tourism sector. It examines how relationships, including cultural differences with healthcare providers, affect return likelihood. Key findings emphasize the importance of authenticity, corporate identification, and rememberability in enhancing customer loyalty and satisfaction.

Pegaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian di Tokopedia Melalui Electronic Word of Mouth Sebagai Variabel Intervening

With rapid growth, researchers are intrigued to investigate the factors influencing consumer purchasing decisions on this platform. Through data collection and analysis, this research aims to provide deeper insights into how electronic word of mouth (e-WOM) influences purchasing decisions on Tokopedia. As a popular e-commerce platform, further understanding of these factors is expected to contribute to the development of marketing strategies and enhancement of consumer experiences on Tokopedia. This study utilizes purposive sampling and non-probability sampling techniques, involving 200 respondents from the community of Tangerang City who use Tokopedia for daily shopping. Data collection is carried out through G-form tools and manual methods with a questionnaire of statements using a 5-point Likert scale. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques for hypothesis testing and data validity. From the discussion of each hypothesis, some hypotheses are rejected as they surpass the theoretical significance value. The variable rejected is the consumer trust variable in purchasing decisions. This rejection aligns with prior research on Scarlett products, finding that consumer trust has a positive and significant impact on purchasing decisions, while brand image and brand ambassadors do not significantly influence purchasing decisions (Putri & Harti, 2022). The results of this study indicate that the role of electronic word of mouth (e-WOM) mediates the influence of consumer trust on purchasing decisions among Tokopedia users in Tangerang City.

Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.

Competitive Strategies and Performance of Beverages Companies in Rwanda: A Case Study of Bralirwa Plc

Purpose: The purpose of this study was to assess the effects of competitive strategies on the performance of Beverages companies in Rwanda, specifically in Bralirwa Plc. The study specifically sought to determine the effect of cost leadership strategy, differentiation strategy, focus strategy, and differentiation Focus Strategy on the performance of Bralirwa Plc. Methodology: This research was descriptive research design, and the study population comprise 206 employees of Bralirwa Plc/Kigali office. Using simple random sampling technique, a sample size of 136 respondents was established using Slovin formula. The researcher used primary data in this study. A closed end questionnaire was utilized. Financial statements of Bralirwa Plc during 10 years period (2014-2023) were also analyzed. Correlation analysis was utilized to assess the data and results generalized for the entire population, while multiple regression was used to test hypotheses. To compute and analyze the data in this study, available statistical product for service solution (SPSS 27) was used. Findings: The correlation analysis revealed a strong positive and significant relationship between cost leadership strategy and performance (r=0.989 and sig=.000<0.01), between differentiation strategy and performance (r=0.944 and sig=.000<0.01), between focus strategy and performance (r=0.961 and sig=.000<0.01) and between differentiation focus strategy and performance (r= 0.945 and sig=.000<0.01) level of significance. The regression analysis revealed that cost leadership contribute 97.9% on the performance in Bralirwa Plc that differentiation strategy contributes 89.2% of the performance in Bralirwa Plc, that focus strategy contributes 92.4% of the performance in Bralirwa Plc, and that differentiation focus strategy contributes 89.3% of the performance in Bralirwa Plc. The study concluded that there were significant and positive effects between Competitive strategies and performance of Bralirwa Plc. Unique Contribution to Theory, Practice and Policy: The study recommended Bralirwa to invest in market research, diversifying product portfolios, and implementing targeted marketing strategies to identify emerging trends and consumer preferences, thereby reinforcing Bralirwa's commitment to differentiation and market leadership.

The Nexus of Influencers and Purchase Intention: Does Consumer Brand Co-Creation Behavior Matter?

The advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the attributes of social presence, influencer congruence with the endorsed brand, and purchasing intention. Thus, the current study investigates the effect of social presence and influencer congruence on purchase intention through consumer brand co-creation behavior. A survey approach was used to collect data from consumers who actively interact with at least one social media influencer in Tanzania. Using a sample size of 422, PLS-SEM was applied to test the hypotheses. The results showed that social presence and congruence affected consumer brand co-creation behavior, which subsequently affected purchase intention. Unlike influencer congruence, the social presence of the influencer did not directly affect purchase intention. Furthermore, the study holds that stimulating consumer brand co-creation behavior catalyzes the effects of social presence and influencer congruence on purchase intention. Therefore, in designing an influencer marketing campaign, selecting an influencer with social presence and congruence attribute is pivotal for the effectiveness of the influencer marketing strategy. Marketers should be relational rather than transaction-focused when designing and implementing the influencer marketing strategy.

Anthropomorphic Design in Mortality Salience Situations: Exploring Emotional and Non-Emotional Mechanisms Enhancing Consumer Purchase Intentions

This study investigates the role of anthropomorphic design in alleviating consumer anxiety induced by mortality salience and delves into the underlying emotional and non-emotional mechanisms. Through a series of meticulously designed experiments, we confirm that anthropomorphic design significantly enhances positive emotional responses in consumers, reduces negative emotions, and thereby increases their preference and willingness to purchase products. Even after the diminution of emotional reactions, anthropomorphic design continues to sustain consumer preference by enhancing psychological intimacy. These findings reveal the crucial role of anthropomorphic design as an effective emotional regulation strategy in consumer purchasing behavior, enriching the application of terror management theory and emotion regulation theory in consumer behavior research. Furthermore, our study provides valuable practical guidance for product design and marketing strategies, especially for consumer groups frequently facing high-pressure situations. Products with anthropomorphic designs may be more appealing to these consumers, helping to mitigate their death anxiety and enhance psychological well-being.

PENINGKATAN DAYA SAING DAN KESEJAHTERAAN KT. KOMPITU HIJAU SEBAGAI GARDEN CITY MELALUI DIGITAL MARKETING

KT Kompitu Hijau faces challenges in marketing fresh agricultural products only through Whatsapp Group. Marketing of derivative products such as vegetable chips, healthy vegetable juice, dawet spinach, instant herbal medicine is limited to certain events organized by the Department. As well as less than optimal production management related to less attractive product packaging and water and electricity problems. The solution to overcome these problems requires training and mentoring in Digital Marketing as well as training and mentoring in production management. The method used in the training and mentoring of Digital Marketing and Production Management is the Participatory Rural Appraisal (PRA) approach which involves the community in the development process. As well as the FGD method to determine the right marketing strategy. The results after carrying out community empowerment activities are KT. Kompitu can market and sell products online through GrabMart E-Commerce, Instagram and WhatsApp Business Toko Kompitu Sehat. The results of assistance and training in production management of KT Kompitu Hijau are able to produce products that are packaged and have an attractive logo. As well as having optimal waters to produce the best products. KT Kompitu Hijau won 1st place in the Yogyakarta City Vegetable Landscape Competition which was attended by 34 farmer groups in Yogyakarta City. The evaluation results show that digital literacy has increased. This community empowerment activity was organized as a contribution to increasing the competitiveness and welfare of KT. Kompitu Hijau.

Examining Gender Disparities in Traditional Retailers' Intentions to Embrace Digital Technology in Saudi Arabia

This study aims to examine the factors influencing digital technology adoption among retail businesses in Saudi Arabia, with a focus on understanding gender-specific differences. Employing a cross-sectional design, data were collected from 291 owners and managers using an online survey. A convenience sampling technique was utilized to gather responses. The study investigated four primary constructs: intention to use digital technology, attitude toward digital technology, perceived ease of use, and perceived usefulness. Data analysis was conducted using structural equation modeling with SmartPLS software version 4. The findings reveal significant relationships among the constructs. Perceived ease of use was found to significantly influence perceived usefulness, which in turn positively affected both attitudes toward digital technology and intentions to use it. The study also highlighted that perceived usefulness has a substantial impact on intention to use digital technology, with attitudes toward technology playing a critical mediating role. Notably, gender-specific differences were observed in the impact of perceived ease of use on attitudes toward digital technology, which was significant for males but not for females. Tailored marketing and training strategies that address these differences are essential for enhancing digital technology adoption in the retail sector. These insights contribute to a deeper understanding of technology adoption behaviors and offer practical implications for improving technology integration. Received: 10 September 2024 / Accepted: 27 October 2024 / Published: 05 November 2024

Marketing and communication in the wine sector: the Catalan wine DO on social networks

PurposeThis paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.Design/methodology/approachThe study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.FindingsThe study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.Research limitations/implicationsThe findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.Originality/valueThis research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

The Convergence of Artificial Intelligence and Digital Marketing

Indonesia has witnessed significant growth in internet penetration, with over 212 million users connected online. This digital boom has been driven by e-commerce, which accounted for 52% of the country's gross merchandise value in 2024, reaching a staggering 1,155 trillion rupiah. To sustain this momentum, e commerce players are adopting digital marketing strategies. The integration of artificial intelligence and big data is being explored to enhance consumer services. This study examines the strategies for integrating artificial intelligence in digital marketing. Using a qualitative descriptive approach based on literature review, our research identifies three key strategies that manufacturers can employ to improve marketing services and provide a seamless shopping experience: (1) leveraging AI-based social media analysis tools; (2) optimizing Search Engine Optimization; and (3) utilizing AI-powered chatbots.

Economic Contribution, Characterization, and Motivations of Tourists: The Raymi Llaqta in Peru

This study assesses the economic contribution and motivations of tourists attending the Raymi Llaqta festival in Chachapoyas, Peru. This study used an econometric analysis based on the application of two types of regression models: non-zero truncated Poisson regression and zero-truncated negative binomial regression. Data were collected through face-to-face structured interviews with domestic and foreign tourists who visited Chachapoyas during the festival. Results indicate significant spending on accommodation, food, transportation, and activities. Tourist satisfaction averaged 3.7, with notable appreciation for the festival’s variety, authenticity, local hospitality, and safety. While both foreign and domestic tourists expressed positive views on the cultural representation and organization of the event, they suggested improvements in hygiene and promotional efforts. Despite using a structured questionnaire, response bias could affect the accuracy of self-reported experiences. This research provides valuable insights into the festival’s direct economic impact on the local economy and highlights the importance of high tourist satisfaction for effective marketing strategies.

PKM Rekayasa Pembuatan Kartu Undangan Digital Sebagai Media Usaha Mandiri

The rapid advancement of information technology has significantly impacted various sectors, including theinvitation printing industry. With the increasing use of the internet in Indonesia, digital invitation businesseshave become an attractive opportunity, offering practicality and cost efficiency compared to traditional printedinvitations. This writing aims to explore the development of digital invitation cards as an independent business,focusing on appealing designs and effective marketing strategies through online platforms and social media.Through literature study methods and the implementation of community service programs, it was found thatdigital invitations have several advantages. These advantages include lower costs, easy access, and customizableinteractive features such as animations, videos, and direct links to important event information. The importanceof implementing communicative and interactive designs is key to attracting consumer attention. An attractivedesign not only serves as a visual appeal but also conveys information more clearly and effectively.Additionally, using social media as a marketing channel can enhance market reach, allowing for rapiddissemination of digital invitations to a wider audience. With the right approach, digital invitation businessescan meet the market's growing demand for digital solutions. Innovation in design and marketing will create newbusiness opportunities for individuals or groups looking to leverage information technology, making thisindustry increasingly relevant in today's digital era. Community involvement in this process can also strengthenlocal communities and enhance digital literacy among users.

Consumer preferences toward new circular bioeconomy agri‐food products

AbstractThe integration of circular bioeconomy (CB) principles into food production is key for a sustainable food sector. This research analyzes consumers' preferences for food products that include CB‐related attributes; namely, zero (plastic/bio) waste generation, carbon neutrality, sustainable water use and soil management, biodiversity conservation, and contribution to the rural economy. A novel approach is applied, combining best‐worst scaling choice experiments with contingent valuation and using a scale‐adjusted latent class model specification. The results reveal consumers have intense preferences for CB attributes in food, especially those related to plastic waste management, sustainable water use, rural development, and biodiversity. Four different consumer classes are identified according to their preferences toward CB attributes (Eco‐multifunctionals, Utilitarians, Sustainable agrarians, and Circulars—the latter two newly identified here). Willingness to pay varies by attribute and class. Relevant implications are drawn for businesses, especially about potential differentiation marketing strategies.

Market Landscape and Digital Presence of Cacao-based Products in Bicol Region, Philippines

The Philippines stands as one of the world's emerging players in the cacao industry with its potential to contribute substantial impact in the global cacao market. A research study was conducted to determine the market landscape and marketing strategies conducted by cacao farmers and processors in Bicol region, Philippines. Surveys and interviews were conducted to capture diverse perspectives and insights of 70 cacao farmers, processors, traders and retailers. Result of the study showed that demographic characteristics of the group shows the predominance of traditional farming activities combined with a significant involvement in processing and trading which highlights a diversified approach to agriculture. Majority are directly involved in selling goods to consumers, either through retail or a combination of wholesale and retail activities. There is a strong inclination towards digital marketing and direct consumer engagement, alongside traditional wholesale and retail strategies. Market outlet for cacao products in the province suggests that most market activities are locally or provincially focused, with some engagement in regional and international markets. In terms of pricing information, there is a reliance on formal and market-based sources. Likewise, most businesses recognize the value of social media in reaching customers and promoting products. Recommendations include developing targeted marketing campaigns to specific consumer segments within the province, harnessing and further strengthening the power of digital marketing channels, including social media, e-commerce platforms, and influencer partnerships, strengthening collaboration with other stakeholders across the cacao value chain to improve market linkages and promotion and continue conducting market research and consumer preferences and monitor market trends.