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Kaufmotive und Zahlungsbereitschaften für Erzeuger-Fair- Milch-Produkte der Upländer Bauernmolkerei

Bickel, Malte; Mühlrath, Daniel and Zander, Katrin (2009) Kaufmotive und Zahlungsbereitschaften für Erzeuger-Fair- Milch-Produkte der Upländer Bauernmolkerei. Paper at: 10. Wissenschaftstagung Ökologischer Landbau, Zürich, 11.-13. Februar 2009.

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Summary

Fair trade conditions not only in intercontinental trade but also for European farmers
are currently widely discussed. A successful example is the Producer-Fair-Milk-
Initiative of the Hessian dairy Upländer Bauernmolkerei. Started in 2005, organic
buyers are asked to pay an extra 5 eurocent per litre milk, which is transferred to the
dairy’s farmers. The aim of this paper is to analyse consumer knowledge on the initiative
and to investigate the most important buying motives for fair milk products.
Furthermore, the importance consumers attach to the initiative’s central motives ‘fair
prices’, ‘organic’ and ‘regional production’ is determined by asking them for their additional
willingness to pay for these attributes of milk.
By means of a standardised questionnaire 577 consumers were interviewed in six
organic food shops and 565 interviews were statistically evaluated. The results illustrate
that the central motives of the initiative are well known by a majority of consumers
and represent important buying motives for these milk products. The dairy seems to
be very successful in communicating the initiative’s objectives. Many organic consumers
claim to be willing to pay higher prices for specific attributes. Communication of
‘fair prices’, ‘GMO-free’, ‘food quality’ and ‘regional production’ may offer promising
product differentiation possibilities for organic farmers as well as processors.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:fair producer prices, ethical values, buying motives, willingness to pay
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: Germany > University of Kassel > Department of Agricultural- and Food Marketing
International Conferences > 2009: Scientific Conference on Organic Agriculture > Sozioökonomie > Marketing und Marktforschung
Related Links:http://www.wissenschaftstagung.de/, http://www.verlag-koester.de/buch.php?id=645&start=0&fb_id=37
Deposited By: Zander, Dr. Katrin
ID Code:14196
Deposited On:15 Apr 2009
Last Modified:12 Apr 2010 07:37
Document Language:German - Deutsch
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Dieser Beitrag ist im Tagungsband der 10. Wissenschaftagung erschienen:
Mayer, J.; Alföldi, T.; Leiber, F.; Dubois, D.; Fried, P.; Heckendorn, F.; Hillmann, E.; Klocke, P.; Lüscher, A.; Riedel, S.; Stolze, M.; Strasser, F.; van der Heijden, M. and Willer, H., (Hrsg.) (2009) Werte – Wege – Wirkungen: Biolandbau im Spannungsfeld zwischen Ernährungssicherung, Markt und Klimawandel. Beiträge zur 10. Wissenschaftstagung Ökologischer Landbau, Zürich, 11.-13. Februar 2009.
Band 1: Boden, Pflanzenbau, Agrartechnik, Umwelt- und Naturschutz, Biolandbau international, Wissensmanagement
Band 2: Tierhaltung, Agrarpolitik und Betriebswirtschaft, Märkte und Lebensmittel.
Verlag Dr. Köster, Berlin.
Der Tagungsband kann beim Verlag Dr. Köster bezogen werden; siehe http://www.verlag-koester.de/buch.php?id=645&start=0&fb_id=37

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