Environmental and Societal Positioning as Sources of Competitive Advantage in an Agricultural Firm

Academic Article


  • This research seeks to ascertain whether an agricultural firm's social and environmental positioning affects consumers' perceptions of the attributes of its products. Results showed that companies that are perceived to be more socially and environmentally conscious received better ratings for their produce in terms of quality and freshness. In addition, consumers reported that they would be willing to pay more for food grown by socially and environmentally conscious firms. © 2012 Copyright Taylor and Francis Group, LLC.
  • Authors

    Digital Object Identifier (doi)

    Author List

  • Ainscough TL; DeCarlo TE; Trocchia PJ
  • Start Page

  • 417
  • End Page

  • 425
  • Volume

  • 18
  • Issue

  • 5