Sustainability Branding in Seafood Processing Industry: Industrial Marketing Communications for Eco-Certified Products

Sustainability has emerged as a critical competitive factor in the global seafood processing industry, driven by environmental concerns, regulatory pressures, and market demand for responsibly sourced products. This paper examines sustainability branding strategies and industrial marketing communications for eco-certified seafood products in business-to-business contexts. Through comprehensive analysis of certification schemes, branding frameworks, and communication strategies, this research identifies effective approaches for seafood processors to leverage sustainability credentials in industrial markets. The findings demonstrate that successful sustainability branding requires authentic commitment to environmental and social responsibility, strategic selection of appropriate certifications, integration of sustainability messaging throughout marketing communications, and collaborative partnerships with supply chain actors. The study reveals that industrial customers increasingly demand verified sustainability credentials, creating both challenges and opportunities for processors. This paper provides practical guidance for seafood processors developing sustainability-focused brands and communicating environmental attributes to retailers, food service operators, and other business customers in domestic and international markets.

کلیدواژه ها:

sustainability branding ، eco-certification ، seafood processing ، green marketing ، industrial communications ، B۲B marketing ، responsible sourcing ، environmental credentials