Präferenzen für unterschiedliche Produktionsverfahren und Herkunftsbezeichnungen – dargestellt am Beispiel eines
Lebensmittels aus der Direktvermarktung

Silvia Zenner, Bernd Wirthgen, Marianne Altmann

Published: 24.02.2005  〉 Jahrgang 54 (2005), Heft 2 (von 8)  〉 Resort: Articles 
Submitted: N. A.   〉 Feedback to authors after first review: N. A.   〉 Accepted: N. A.

ABSTRACT

Because consumers’ preferences are relevant determinants in the purchase decision, their measurement seems to be extremely important. Therefore, the article presents selected results of preference measurement (conjoint-analysis) with special regard to different food production modes (organic production, conventional production and production reflecting animal welfare aspects) and labelling of food origin (out of the region, from farm-gate and without labelling of the food origin). The empirical research shows surprising results: the organic produce is not as strongly preferred as the product alternative reflecting the animal welfare aspect. As a consequence, marketing-strategies should pay much more attention to animal welfare aspects, whereas organic production seems to be a less persuasive promotion argument. The contribution ends with implications for further research.
CONTACT AUTHOR
DR. SILVIA ZENNER
Universität Kassel - FB 11, Fachgebiet Agrarmarktlehre / Marketing
Steinstrasse 19, 37213 Witzenhausen
Tel: 055 42-98 13 31, Fax: 055 42-98 13 15
E-Mail: zenner@wiz.uni-kassel.de
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