Document Type
Conference Proceeding
Publication Date
Spring 2023
Abstract
Food and agriculture is at the heart of the 17 Sustainable Development Goals, beginning with Sustainable Development Goal (SDG) 1: End poverty, and Sustainable Development goal (SDG) 2: End hunger. In this paper, the researcher explores data from FAO and WHO surveys conducted over ten years. The researcher applies various interdisciplinary approaches and references the theory of planned behavior to explain the resilience, especially of hedonic aspects of food diets in the context of the living heritage of national dishes. The research references Vavilov’s botanical centers of origin and dispersion to capture the biogeographic underpinnings of global cuisine. The findings should help marketers understand the attributes living heritage products have and the role of consumer beliefs, attitudes, and behaviors regarding the consumption of heritage foods. There are implications for branding theory and practice
Recommended Citation
Das, M. (2023). Heritage products, national dishes and consumer identity. Association of Marketing Theory and Practice Proceedings 2023. 16. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/16
