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This study provides some insights into agribusiness involvement on cause-related marketing arguments related to the Colombian post-conflict. We conducted a mixed experimental design with four between-group conditions (employ reintegrated people, replace illicit crops, pay a fair price to the farmers, and control) and four types of fruit as a within-subject evaluation (guava, pineapple, apple, and avocado). Findings show that fruit with the tag paying a fair price to the farmers increases an expected savory taste and product evaluation compared to fruit with no tag. The tag associated with employing reintegrated people increase the expected sour taste of guava and pineapple. This work highlights relevant findings for policymakers and agribusiness concerning their strategies to build peace in Colombia.

Savoring Post-Conflict: Cause-Related Marketing Influencing Colombian Fruit Taste Expectation and Product Evaluation