Consumer well-being as a marketing orientation: The case of food marketing

Abstract

To help define a consumer well-being strategic orientation in the context of food marketing, the paper explores the interplay of the stages in which consumer well-being can be enhanced (acquisition, preparation, consumption, possession, and disposal), consumer values (efficiency, excellence, status, esteem, play, aesthetics, ethics, and spirituality) and stakeholder interests (external stakeholders who are, and who are not, members of the food value chain, in addition to internal stakeholders).

By comprehensively considering needs of consumers, other members of the value chain, and the macro-environment, food marketers can potentially improve consumer well-being while not compromising the interests of any one of these groups. In doing so, it is thought that a consumer well-being marketing orientation could support the achievement of long-term sustainability of the food chain.