Ethical principles regarding the promotion of local agrifood products

• Author: Laura Manea
• Position: Phd. Student on Marketing at Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 235-244

Bulletin of the Transilvania University of Braşov

Series VII: Social Sciences • Law • Vol. 7 (56) No. 2 - 2014

ETHICAL PRINCIPLES REGARDING

THE PROMOTION OF LOCAL

AGRIFOOD PRODUCTS

Laura MANEA1

Abstract: In the European Union's economic development, and of ea ch

individual member state, the consumer has a decisive rol e in the evolution of

consumption, being a milestone both for producers and for businesses, a fact

that justifies the development of a European policy centred on the consumer's

protection and guaranteeing his/her fundamental rights, such as the right to

health and safety, the right to freedom of choice, the right to true and

accurate information, the right to have their current needs met, the right of

having their economic interests protected. Regarding food industry, studies

have shown the existence of an inverse correlation between the attractiveness

of the product, based on the enhanced properties th rough advertising, and

the real nutritional value, reflected onto the consumer's health.

Key words: consumer, ethics, advertising, minimal nutritional criteria,

food products.

1 Phd. Student on Marketing at Economic Sciences and Business Administration, Transilvania University of

Braşov.

1. Introduction

At the meeting point between marketing

strategy and the need to boost sales in

order to maintain the position on the

market, on the one hand, and the principles

of ethics, especially in case of agrifood, on

the other hand, we can say that moral

dilemmas emerge for marketers: how

much information regarding the nutritional

qualities of a product must we mention on

the label and what can we overlook? Or is

it unethical to use the image of children in

advertisements for certain products,

inducing the idea that parents have no

decision role in the purchase of the product

concerned? And how moral is it to

promote agrifood for children using their

image in advertisements, although the type

of food promoted is not adequate, or the

product properties are exaggerated in the

advertisement, although the producer

knows that the product does not meet those

qualities?

The marketing system must understand,

correspond to and meet the needs of the

consumers, contributing to the

improvement of their life quality,

increasing the comfort, and not least

provide actual and accurate information

about the product / service so that in their

decision, the consumers focus on their

current needs, their own comfort and their

own health problems.

And yet, considering the remarkable

impact of marketing on society as a whole,

some criticism of the consumers'

marketing policies must be considered,