ROLE OF SOCIAL MARKETING IN SUSTAINABLE DEVELOPMENT OF GEOGRAPHICAL INDICATION PRODUCTS

Nandini R G; Safeer Pasha M

doi:10.59415/mjacs.v3i3.272

Authors

Nandini R G nandinirg227@gmail.com https://orcid.org/0009-0006-8744-9389
Safeer Pasha M HOD, Research Centre in Commerce,St Claret College

DOI:

https://doi.org/10.59415/mjacs.v3i3.272

Keywords:

Social Marketing, Geographical Indication, Sustainability Development, Product

Abstract

Geographical Indication Products are Unique in terms of quality and characteristics. Using GI labelling also helps the local community preserve traditional artisan work. However, people are quite unaware of Geographical Indication Products. For the sustainability of eco-friendly desi products, social marketing will create the opportunity to reach a greater number of customers. In this paper, the author analyses how social media channels contribute to raising awareness and provides recommendations for designing and executing an effective social marketing campaign. Review and analyze examples of effective social marketing campaigns and their contributions to promoting sustainable practices within the GI sector. The study depends on both primary and secondary data. SPSS Statistical tools and convenience sampling methods are used to collect and analyze the data. The findings are intended to support producers, marketers, and policymakers in developing and implementing effective strategies that align with sustainability goals and strengthen the market position of GI products.

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