Themes, categories, subcategories, and codes
| Theme | Category | Subcategory | Codes |
|---|---|---|---|
| Localized marketing and cultural resonance | Visibility & access | Media channels | Radio, social media, flyers, market events |
| Message appeal | Content relevance | Health messaging, traditional pride, local dishes | |
| Cultural fit | Identity and food habits | Familiar ingredients, seasonal relevance, family recipes | |
| Trust and credibility | Information sources | Source reliability | Community leaders, peer influence, NGO/government backing |
| Transparency | Authenticity | Certification, traceability, testimonials | |
| Accessibility of marketing platforms | Digital inclusion | Tech access | Smartphone use, internet access, literacy levels |
| Community channels | Local communication | Word of mouth, cooperative announcements, religious leaders | |
| Adoption barriers | Economic constraints | Affordability | Pricing concerns, cost-benefit views, subsidy awareness |
| Structural limitations | Infrastructure gaps | Poor roads, storage issues, market access | |
| Cooperative and community-led strategies | Collaborative marketing | Group engagement | Shared branding, group events, cooperative trust |
| Local innovation | Adapted messaging | Storytelling, local champions, festival markets |