With the continuous development of economy, society and education, people tend to have higher requirements for the quality of life than ever before. One manifestation of this trend is the growing demand for organic food. In this context, Dr Bing Zhu and Julia Winterstein have conducted a series of academic studies in both mature and emerging market environments. The research subjects include producers (farmers), marketers, and consumers.
Overall, according to the findings, the development of organic food in emerging market environments (e.g. Thailand and China) require enhanced consumer knoweldge of organic food and stronger relevant marketing approaches. In a mature market environment (e.g. Germany), marketers should focus on factors locally and promotions of the variety.
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Bing Zhu obtained doctoral degree concentrated on sustainability and innovation from Catholic University of Eichstatt-Ingolstadt in Germany. Her research interests are Sustainable Consumption, E-Commerce, and Innovation. She has published her work in several high-ranked journals including International Journal of Retail & Distribution Management, British Food Journal, International Journal of Innovation Management, and Journal of Business Research. Currently she works as a full-time Lecturer in the Department of Marketing at Assumption University of Thailand. Meanwhile, she serves as Associate Editor for ABAC Journal (SCOPUS). Bing Zhu can be contacted at bingzhu@msme.au.edu
,Julia WintersteinJulia Winterstein is a PhD candidate at Ingolstadt School of Management, Germany. Her research focuses on sustainability management, especially sustainable food supply. Winterstein holds a master’s degree in Business Administration, Market-oriented Management from the Catholic University of Eichstätt-Ingolstadt, Germany. She has published her work in British Food Journal and ABAC Journal. Also, she has written book chapters. Aside from her academic background, she has practical experiences in project management, business development and marketing. Julia Winterstein can be contacted at Julia.Winterstein@stud.ku.de
DOI: Ba08m3bZXE3ZonFTHGdh_prepost_1
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