CUES at AEMARK XXXVI Marketing Conference – University of Valencia shares project insights

From 17 to 19 September, the XXXVI International Marketing Conference – AEMARK convened in Murcia under the theme “Responsible marketing, sustainable future.” With over 400 attendees, the event served as a key forum for exploring how marketing theory and practice can advance sustainability goals.

At the congress, researchers from the University of Valencia, a partner in the CUES project, presented findings from the project’s systematic review of social determinants of sustainable food consumption. Their study examines 210 peer-reviewed articles published between 2014 and 2024.

Key take-aways include that sustainable food choices are shaped both by internal motivations and external social influences, for example, social norms, cultural background, peer behaviour, and demographic characteristics. While new analytical perspectives are emerging, the analysis confirms that the Theory of Planned Behaviour (TPB) continues to dominate as the theoretical framework in this literature.

By bringing CUES evidence to AEMARK, the project contributes to the interdisciplinary debate on how marketing and social science can inform the transition to more sustainable food systems.