Promoting sustainable agri-food systems through sustainability and responsible marketing: The case of peruvian companies at international trade shows

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For companies in the agri-food sector, sustainability marketing represents a strategic tool, insofar as it enables companies to achieve sustainability in their production and commercial processes, while, at the same time, exerting a fundamental influence on their reputation. This study raises the following research questions: How do agri-food exporting companies view sustainability marketing and its practical application? To which aspects of their sustainable marketing system do such companies attach greater or lesser importance? Using a constructive research approach, a study was carried out by conducting interviews with experts in the sector, as well as with managers from agrifood export companies. On the basis of such interviews, an analytical framework as well as an accessible management tool comprising 17 variables (grouped into 6 sets) are proposed to support the management of sustainability marketing by companies in the agri-food sector. The results indicate that companies prioritized strategies linked to the certification of their production systems and their quality, as well as logistical capacity, environmental certifications, and commitment to climate change and fairtrade principles. Among the aspects they attach less importance, the ones related to distribution systems stand out. These results serve as a basis to support the managers of agri-food exporting companies in developing more sustainable agri-food systems through the appropriate and comprehensive use of sustainability marketing. A recommendation further arises for companies to align their sustainability marketing strategies with their market positioning, in order to support both their reputation and their competitive advantages.