Original scientific paper
https://doi.org/10.1080/1331677X.2017.1314820
A social marketing perspective on road freight transportation of fresh fruits and vegetables: a Slovene case
Sandra Bonča
Andrej Udovč
Romina Rodela
Abstract
With the large increase in transportation over the last decades and
the associated negative impacts upon the environment and society,
a more sustainable use of transport is a crucial policy issue. This
analysis focuses on road freight transport of selected produce (carrots,
cabbage, apples and pears) with the aim to appraise the sustainability
of road freight transport of these for the Slovene market. To this end,
we take into account self-sufficiency, import and export features,
transport needs, produce origin and prices differences between
domestic and non-domestic produce. The method used for obtaining
transported quantities, exported from and imported to the county,
was material flow accounts (MFA). Then we undertook an analysis
of sustainability of road transport of produce where we considered
the country’s transport needs. The study finds that road freight
transport for selected produce is not sustainable. Recognising the
normative dimensions of sustainability, the role of social marketing
in this context is explored and suggestions on how to promote more
sustainable transport solutions advanced.
Keywords
Self-sufficiency; freight transport; import; sustainability; social marketing; Slovenia
Hrčak ID:
182591
URI
Publication date:
1.12.2017.
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