Aroma in the Business Environment of Selected Global South and Global North Country and its Potential in Sustainable Development

Abstract

The aim of this paper is to examine and compare the use of aroma in the business environment, in particular agribusiness, of one African country, which belongs to the so-called Global South, and one European country, which is part of the Global North. African countries are still known as developing countries with weaker economies and many problems compared to European countries. However, people also in this part of the world want to obtain a standard of living comparable to the developed part of the world. In these countries there are also large companies that promote their products and use various modern tools to attract customers. Therefore, this paper pays attention to analysing, describing, and identifying the basics and importance of aroma marketing as a part of consumer neuroscience. Subsequently, we map, examine, and identify differences between the use of this modern marketing phenomenon in selected countries – South Africa and Slovakia – and compare the data we have collected. This study is primarily of theoretical interest and shows whether there is a significant difference between the use of aroma in marketing of the selected Global South and Global North country to influence consumer decision-making during the shopping and also the potential of aroma marketing in supporting sustainable development.