Are promotional strategies a barrier to reducing greenhouse gas emissions from meat products?


The SUSPROMO project aims to analyse the response of society as a whole to sales promotions, in order to evaluate the impact of these promotions on the consumption of products, in this case, meat.


The analysis aims to answer questions such as to what extent do the promotional tools applied in the meat food category contribute to social welfare and more sustainable consumption patterns? Through the realization of the SUSPROMO project, we seek not only to know how promotions affect different users, but also to know what marketing strategies can stimulate greenhouse gas (GHG) emissions.


To carry out the project, the main characteristics of the purchasing behaviour of the elderly population and the contribution of their consumption behaviour to current and future GHG emissions will be analysed.

In addition, their responsiveness to retailers’ promotions compared to other consumers’ segments will be highlighted.

SUSPROMO will identify the market shares of points of purchase, purchase tickets (budget, number of items, etc.) and the relative importance of private and production labels. It will also analyze the attributes that older people take into account when buying and the relative importance of price promotions, with a specific focus on meat consumption.


June 1, 2020 – May 31, 2023

The SUSPROMO project responds to the following Sustainable Development Goals (SDGs):

The SUSPROMO project, with reference PID2019-111716RB-I00, has received funding from the Ministry of Science and Innovation and the State Research Agency (10.13039/501100011033).

SUSPROMO (PID2019-111716RB-I00) funded by:



CREDA will assess the willingness of stakeholders in the value-added chain of poultry and swine production to adopt the use of insect meal as sustainable feeding alternatives in the near future if adopted by European Union regulations.

In addition, it will analyse the opinions and attitudes of experts toward the current levels of meat production and consumption. Finally, it will evaluate the willingness to pay of consumers (WTP) and analyse their intention to buy pork and chicken products obtained with alternative flour from animals fed with insects.