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How to tackle Brazil food problem: strategic communication plan to promote the consumption of sweet potatoes in Brazil, using the example of embrapa
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Resumo(s)
The study makes a valuable contribution to the field of food marketing by offering insights into
the communication strategy for promoting sweet potatoes in Brazil. It confirms that factors such
as taste preferences, preparation knowledge, affordability perception, social influences, and
convenience significantly influence sweet potato consumption. However, the study also
identifies gaps in consumer education and inconsistent relationships between media influence
and drivers. It proposes a step-by-step approach consisting of four specific measures to establish
a self-perpetuating cycle of recommendation dynamics as part of a strategic initiative to address
the complex food problem in Brazil.
Descrição
Palavras-chave
Brazilian sweet potato market Introducing new food category Communication strategy Food consumption behavior