Sustainable marketing strategies for the commercialization of star apple (Syzygium malaccense) as an underutilized fruit in local markets.
DOI:
https://doi.org/10.70577/asce.v5i1.653Keywords:
Marketing; Sustainable development; Agricultural products; Rural economy; Commercialization.Abstract
The underutilization of traditional tropical fruits represents a strategic opportunity for the development of commercialization models based on sustainability, territorial identity, and value addition. In this context, Star apple (Syzygium malaccense), locally known as Malay apple or pomarrosa, is a fruit widely present in family-based production systems but poorly integrated into formal market chains. The aim of this article is to analyze the commercialization opportunities of Star apple from a sustainable marketing perspective, identifying value attributes, potential market segments, and strategies applicable to local contexts. The study adopts a qualitative descriptive approach based on a documentary review of scientific literature, technical reports on agri-food marketing, and studies related to underutilized fruits and circular economy. The results show that Star apple possesses physical, symbolic, and territorial attributes that enable its positioning as a differentiated product in proximity markets, local gastronomy, and artisanal processing. In addition, opportunities for diversification through subproducts are identified, contributing to the reduction of post-harvest losses and the strengthening of short value chains. It is concluded that the application of sustainable marketing strategies focused on origin, cultural narrative, and responsible consumption can enhance the commercial valorization of Star apple, facilitating its integration into alternative and sustainable commercialization circuits without requiring intensive industrial processes or large-scale production.
Downloads
References
Bayir, B., Charles, A., Sekhari, A., & Ouzrout, Y. (2022). Issues and challenges in short food supply chains: A systematic literature review. Sustainability, 14(5), 3029. https://doi.org/10.3390/su14053029 DOI: https://doi.org/10.3390/su14053029
Belz, F. M., Peattie, K., & Grinstein, A. (2020). Sustainability marketing: A global perspective. Journal of Business Research, 116, 1–11. https://doi.org/10.1016/j.jbusres.2020.05.012 DOI: https://doi.org/10.1016/j.jbusres.2020.05.012
Braun, V., & Clarke, V. (2021). Thematic analysis: A practical guide. SAGE Publications.
Chiffoleau, Y., & Dourian, T. (2020). Sustainable food supply chains: Is shortening the answer? Sustainability, 12(23), 9831. https://doi.org/10.3390/su12239831 DOI: https://doi.org/10.3390/su12239831
Cirone, F., Masotti, M., Prosperi, P., Bosi, S., Dinelli, G., & Vittuari, M. (2023). Business strategy pathways for short food supply chains. Sustainable Production and Consumption, 40, 458–470. https://doi.org/10.1016/j.spc.2023.07.017 DOI: https://doi.org/10.1016/j.spc.2023.07.017
Creswell, J. W., & Poth, C. N. (2021). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Food and Agriculture Organization of the United Nations. (2021). Promoting neglected and underutilized species for sustainable agri-food systems. FAO.
Food and Agriculture Organization of the United Nations. (2022). The future of food and agriculture: Pathways to sustainability. FAO.
Feldmann, C., & Hamm, U. (2021). Consumers’ perceptions and preferences for local food. Food Quality and Preference, 91, 104201. https://doi.org/10.1016/j.foodqual.2021.104201 DOI: https://doi.org/10.1016/j.foodqual.2021.104201
González-Azcárate, M., Cruz-Maceín, J. L., & Bardají, I. (2021). Why buying directly from producers is a valuable choice? Sustainable Production and Consumption, 26, 911–920. https://doi.org/10.1016/j.spc.2021.01.003 DOI: https://doi.org/10.1016/j.spc.2021.01.003
Jarzębowski, S., Bourlakis, M., & Bezat-Jarzębowska, A. (2020). Short food supply chains as local systems. Sustainability, 12(11), 4715. https://doi.org/10.3390/su12114715 DOI: https://doi.org/10.3390/su12114715
Lim, T. K. (2021). Edible medicinal and non-medicinal plants: Fruits (Vol. 11). Springer.
Organisation for Economic Co-operation and Development. (2023). Strengthening local food systems: Opportunities for rural development. OECD Publishing.
Orwa, C., & Mutua, A. (2022). Agroforestry tree database update. World Agroforestry Centre.
Paciarotti, C., & Torregiani, F. (2021). The logistics of the short food supply chain. Sustainable Production and Consumption, 26, 428–442. https://doi.org/10.1016/j.spc.2020.10.002 DOI: https://doi.org/10.1016/j.spc.2020.10.002
Padulosi, S., Thompson, J., & Rudebjer, P. (2022). Fighting poverty, hunger and malnutrition with neglected and underutilized species. Routledge.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Moher, D. (2021). The PRISMA 2020 statement. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71 DOI: https://doi.org/10.1136/bmj.n71
Pazzini, I. A. E., de Melo, A. M., & Ribani, R. H. (2021). Bioactive potential of Syzygium malaccense. Trends in Food Science & Technology, 116, 1155–1169. https://doi.org/10.1016/j.tifs.2021.09.012 DOI: https://doi.org/10.1016/j.tifs.2021.09.012
Saldaña, J. (2021). The coding manual for qualitative researchers (4th ed.). SAGE Publications.
Sidali, K. L., Spiller, A., & Schulze, B. (2020). Linking gastronomy and sustainability. Sustainability, 12(3), 854. https://doi.org/10.3390/su12030854 DOI: https://doi.org/10.3390/su12030854
United Nations. (2023). The Sustainable Development Goals report 2023. United Nations.
White, K., Cakanlar, A., Sethi, S., & Trudel, R. (2025). The past, present, and future of sustainability marketing. Journal of Business Research, 187, 115056. https://doi.org/10.1016/j.jbusres.2024.115056 DOI: https://doi.org/10.1016/j.jbusres.2024.115056
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Martin Luther Jones Grinard
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Eres libre de:
- Compartir : copiar y redistribuir el material en cualquier medio o formato
- Adaptar : remezclar, transformar y desarrollar el material
- El licenciante no puede revocar estas libertades siempre y cuando usted cumpla con los términos de la licencia.
En los siguientes términos:
- Atribución : Debe otorgar el crédito correspondiente , proporcionar un enlace a la licencia e indicar si se realizaron cambios . Puede hacerlo de cualquier manera razonable, pero no de ninguna manera que sugiera que el licenciante lo respalda a usted o a su uso.
- No comercial : no puede utilizar el material con fines comerciales .
- CompartirIgual — Si remezcla, transforma o construye sobre el material, debe distribuir sus contribuciones bajo la misma licencia que el original.
- Sin restricciones adicionales : no puede aplicar términos legales ni medidas tecnológicas que restrinjan legalmente a otros hacer algo que la licencia permite.
