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OrganicPlus values and their relevance to consumers: First results from the CORE FCP project

Padel, Susanne and Zander, Katrin (2009) OrganicPlus values and their relevance to consumers: First results from the CORE FCP project. In: Frediksson, P and Ullven, K (Eds.) Towards increased sustainablity in the food supply chain. 1st Nordic Organic Conference, Centre for sustainable land use CUL at SLU, pp. 104-106.

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Summary

The CORE funded project Farmer Consumer Partnerships (FCP) aims to develop innovative generic communication arguments that can strengthen the link between producers and consumers in the European organic sector. The aim of this conference presentation was to present some first results of the project.
Ethical concerns and values important to various stakeholders of organic food and farming were contrasted with the new European Regulation (EC) 834/2007 to identify organicPlus values that go beyond minimal organic requirements. An increasing number of individual companies and some certification bodies have introduced activities concerning ethical attributes of organic production, but no comprehensive and accessible framework that provides practical support and tools for the verification and communication of organicPlus arguments could be identified.
Subsequently, seven different organic plus attributes and the product price were tested with about 1200 consumers in the project partner countries (AT, DE, CH, IT, UK) in May to July 2008 by means of an Information-Display-Matrix (IDM). The results show that a considerable proportion of consumers appears willing to pay a premium for organic products with ethical attributes. Communication should focus on attributes that are most important to consumers, such as ‘animal welfare’, ‘regional production’ and ‘fair prices to farmers’.
Further research in the project will investigate how these attributes can be communicated and will explore the consumers’ willingness to pay.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Information Display Matrix, communication, ethical product attrtibutes,FCP
Subjects: Values, standards and certification
Values, standards and certification > Consumer issues
Research affiliation: European Union > CORE Organic > FCP
Sweden > University SLU > CUL - Centre for Sustainable Agriculture
UK > Univ. Aberystwyth > Institute for Biological, Environmental and Rural Sciences (IBERS)
Germany > University of Kassel > Department of Agricultural- and Food Marketing
Related Links:http://www.nordicorganic.org/, http://fcp.coreportal.org/
Deposited By: Padel, Dr Susanne
ID Code:15772
Deposited On:02 Jun 2009
Last Modified:28 Jun 2010 10:40
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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