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Dear Editors,
My abstract is ready but I am unable to find where it is to be sent. So, pls provide email id or any other option for the same.
Chapter Title: Strategic use of Eco-Labels for Circular Value Creation: Sustainable Marketing Strategies in Emerging Agrifood Markets
Authors
Chetan Khanna, Assistant Professor, Department of Commerce, LPC, Lucknow, Uttar Pradesh, India
Mustfa Hussain, Associate Professor, Department of Agriculture, IIAST, Integral University, Lucknow, Uttar Pradesh, India
Correspondence Author: mail2drmustfahussain@gmail.com
Abstract
Background
The emerging environmental issues and resource constraints in developing economies have intensified the need to transition from linear to circular economic systems. In the agrifood sector, eco-labeling has emerged as a prominent sustainability signaling mechanism; however, its role in enabling circular value creation remains underexplored, particularly in emerging markets such as India where consumer awareness and trust remain limited.
Objectives
This study aims to: (i) analyze the role of eco-labeling in influencing consumer trust and sustainable purchase behavior, (ii) examine its linkage with circular supply chain practices, and (iii) develop a conceptual framework integrating eco-labeling with circular value creation.
Research Methodology
The study adopts a mixed-method approach, combining secondary data analysis from global reports (FAO, World Bank) with multiple case studies of leading Indian agrifood firms. The analysis is supported by thematic interpretation and comparative assessment.
Major Findings
The findings shows that eco-labeling enhances consumer trust and positively influences purchase intentions when supported by transparency and credible certification. However, its contribution to circular value creation depends on its integration with supply chain practices such as waste reduction, resource efficiency, and traceability. Key barriers include lack of standardization, weak regulatory frameworks, and low consumer awareness.
Conclusion
The study concludes that eco-labeling can serve as a catalyst for circular transformation only when embedded within broader sustainable marketing and supply chain strategies. It provides important implications for policymakers and practitioners to strengthen certification systems and promote sustainable consumption.
Keywords
Eco-labeling, Circular economy, Agrifood markets, Sustainable marketing, Consumer behavior, Emerging economies
Regards
Mustfa Hussain, Associate Professor, Department of Agriculture, IIAST, Integral University, Lucknow, Uttar Pradesh, India
Email: mail2drmustfahussain@gmail.com
Dear Editors,
My abstract is ready but I am unable to find where it is to be sent. So, pls provide email id or any other option for the same.