Intl. Conference on Economics, Finance & Business, Paris

HOW MARKETING CAN INCREASE THE PURCHASE OF UNATTRACTIVE ("UGLY") AGRICULTURAL PRODUCTS?

NEVIANA KRASTEVA, ALEKSEY POTEBNIA

Abstract:

In our increasingly visually-oriented society, appearance often dictates consumer preferences, particularly when it comes to food products. Annually, over 50 million tons of fruits and vegetables are discarded in Europe simply because they do not meet the stringent aesthetic standards for shape, size, and color. This leads not only to vast amounts of food waste but also to significant environmental consequences, comparable to the carbon emissions of hundreds of thousands of cars. Research indicates that the main culprits for this waste are not only government regulations and high supermarket standards but also consumer expectations for the perfect appearance of fruits and vegetables. Nevertheless, the growing movement towards sustainable consumption and increased consumer awareness of these issues open new opportunities for marketing strategies that can significantly alter attitudes. This article examines how marketing strategies can overcome the perceived shortcomings of 'ugly' branded fruits and vegetables, encouraging consumers to make more ethical and sustainable choices. Through the analysis of successful campaigns and initiatives, the different approaches that can be applied to overcome beauty stereotypes in food products and to promote greater consumer acceptance of these products are explored.

Keywords: marketing, ugly fruits, beauty stereotypes