AI AND CIRCULAR ECONOMY MARKETING: A NEW ERA FOR SUSTAINABLE FARMER PRODUCER ORGANIZATIONS

Siddalingaswamy M G; Dr. Safeer Pasha M

doi:10.59415/mjacs.v3i4.279

Authors

Siddalingaswamy M G St. Claret College, Autonomous, Bengaluru. https://orcid.org/0009-0004-9920-6427
Dr. Safeer Pasha M St. Claret College, Autonomous, Bengaluru.

DOI:

https://doi.org/10.59415/mjacs.v3i4.279

Keywords:

Artificial Intelligence, Circular Economy, Sustainable Marketing, Farmer Producer Organizations, Resource Optimization

Abstract

This conceptual paper examines the intersection of Artificial Intelligence (AI) and circular economy marketing in the context of Farmer Producer Organizations (FPOs), highlighting the transformative potential of these technologies in promoting sustainable agricultural practices. AI offers FPOs innovative tools for personalized marketing, data-driven decision-making, and consumer engagement, enabling them to meet the growing demand for eco-conscious products. Circular economy principles, such as waste reduction, resource optimization, and sustainable consumption, are integral to this transformation. By adopting AI, FPOs can enhance their marketing strategies, improve product lifecycle management, and optimize resource usage, reducing environmental impact while boosting profitability.

The paper discusses the challenges FPOs may face, including high initial costs, lack of technical expertise, and resistance to change within traditional farming communities. Additionally, it highlights the strategic opportunities provided by AI and circular economy marketing, such as creating new revenue streams, improving consumer loyalty, and advancing sustainable agricultural practices. The paper also offers practical recommendations for FPOs on adopting AI-driven circular economy models, including investments in digital infrastructure and consumer education. In conclusion, the integration of AI and circular economy marketing presents a significant opportunity for FPOs to contribute to a more sustainable, competitive, and resilient agricultural ecosystem.

Downloads

Download data is not yet available.

Author Biographies

Siddalingaswamy M G, St. Claret College, Autonomous, Bengaluru.

Full Time PhD Research Scholar, Research Centre in Commerce, St. Claret College, Autonomous, Bengaluru. Email: sidduveeru1987@gmail.com

Dr. Safeer Pasha M, St. Claret College, Autonomous, Bengaluru.

Associate Professor and HOD, PG Department of Commerce, Research Centre in Commerce, St. Claret College, Autonomous, Bengaluru. Email: safeerpasha77@gmail.com

References

Bijman, J., & Wollni, M. (2008). Producer organizations and vertical coordination: An economic organization theory perspective. International Agricultural Economics Journal, 40(1), 1-16.

Bocken, N. M., de Pauw, I., Bakker, C., & van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production Engineering, 33(5), 308-320. DOI: https://doi.org/10.1080/21681015.2016.1172124

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice. Pearson Education.

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24-42. DOI: https://doi.org/10.1007/s11747-019-00696-0

Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., & Dennehy, D. (2021). Metaverse marketing: How the metaverse will shape marketing’s future. Journal of Business Research, 134, 322-335.

Ellen MacArthur Foundation. (2017). Concepts of the Circular Economy. Retrieved from www.ellenmacarthurfoundation.org

Geissdoerfer, M., Savaget, P., Bocken, N. M., & Hultink, E. J. (2017). The circular economy–A new sustainability paradigm? Journal of Cleaner Production, 143, 757-768. DOI: https://doi.org/10.1016/j.jclepro.2016.12.048

Ghisellini, P., Cialani, C., & Ulgiati, S. (2016). A review on circular economy: The expected transition to a balanced interplay of environmental and economic systems. Journal of Cleaner Production, 114, 11-32. DOI: https://doi.org/10.1016/j.jclepro.2015.09.007

Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44-61. DOI: https://doi.org/10.1016/j.jretai.2012.10.001

Jarrahi, M. H. (2018). Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making. Business Horizons, 61(4), 577-586. DOI: https://doi.org/10.1016/j.bushor.2018.03.007

Klerkx, L., & Rose, D. (2020). Dealing with the game-changing technologies of Agriculture 4.0: How do we manage diversity and responsibility in food system transition pathways? Global Food Security, 24, 100347. DOI: https://doi.org/10.1016/j.gfs.2019.100347

Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from Traditional to Digital. Wiley.

Lim, W. M., Yap, S. F., & Makkar, M. (2022). Home-sharing in marketing research: A systematic review and research agenda. Journal of Business Research, 144, 124-137.

MacArthur, E., Winton, A., & Barot, S. (2021). Circular Business Models in Agriculture. Ellen MacArthur Foundation.

Peattie, K., & Belz, F. M. (2010). Sustainability marketing–An innovative conception of marketing. Marketing Review St. Gallen, 27(5), 8-15. DOI: https://doi.org/10.1007/s11621-010-0085-7

Rejeb, A., Keogh, J. G., & Treiblmaier, H. (2020). Leveraging the Internet of Things and blockchain technology in supply chain management. Future Internet, 12(8), 136. DOI: https://doi.org/10.1016/j.iot.2020.100318

Rockström, J., Williams, J., Daily, G., Noble, A., Matthews, N., Gordon, L. J., & Steduto, P. (2017). Sustainable intensification of agriculture for human prosperity and global sustainability. Ambio, 46(1), 4-17. DOI: https://doi.org/10.1007/s13280-016-0793-6

Rust, R. T., & Huang, M. H. (2021). The service revolution and the transformation of marketing science. Marketing Science, 40(1), 1-19.

Trebbin, A. (2014). Linking small farmers to modern retail through producer organizations–Experiences with producer companies in India. Food Policy, 45, 35-44. DOI: https://doi.org/10.1016/j.foodpol.2013.12.007

Treleaven, P., & Batrinca, B. (2017). Algorithmic regulation: Automating financial compliance monitoring and regulation using AI and blockchain. Journal of Financial Transformation, 45, 14-23.