Understanding Green Marketing in Agriculture: A Stakeholder Analysis in Angola

Abstract

This chapter explores green marketing in Angola's agricultural sector through stakeholder analysis, considering environmental challenges and the threat of climate change. Green marketing promotes eco-friendly goods and services, benefiting producers and communities. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), this study assesses farming sector readiness, investigates stakeholder awareness, identifies adoption factors, explores benefits and costs, examines challenges and opportunities for smallholder farmers, and provides recommendations for green marketing adoption. Findings reveal challenges like limited resources, technology access, and infrastructure hindering sustainability practices. However, stakeholders recognise potential benefits like environmental sustainability, market competitiveness, and consumer trust. Recommendations include addressing barriers through policies, capacity-building, and stakeholder partnerships. This research contributes to green marketing literature and offers implementation recommendations for smallholder farmers.