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Regionalvermarktung und Bio-Produkte: Spannungsverhältnis oder sinnvolle Ergänzung?

Banik, I. and Simons, J. (2007) Regionalvermarktung und Bio-Produkte: Spannungsverhältnis oder sinnvolle Ergänzung? [Regional marketing and organic products: Contrariness or reasonable completion?] Paper at: Zwischen Tradition und Globalisierung - 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Stuttgart, Deutschland, 20.-23.03.2007.

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Summary

Several studies on organic and region-of-origin labelled products assume that combining both characteristics enhances the success of the products on food markets. This paper presents results of two surveys which together give an insight into the compatibility of advertising the characteristics “organic” and “produced in the region of consumption” (regional products) for the case of Germany. Based on indepth interviews, the surveys reveal that the combination of both characteristics can complement each other but can also lead to unfavourable effects for both, organic and regional products. Hence, if market segments for organic and regional products are too small to serve them separately, the contrariness of the characteristics should be taken into account for developing adequate communication strategies.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:Produktdifferenzierung, Marktforschung, Marketing, Regionalwirtschaft
Subjects: Food systems > Markets and trade
Research affiliation: International Conferences > 2007: Scientific Conference on Organic Agriculture > 3 Socioeconomics > 3.2 Marketing and market research
Deposited By: Banik, Ina
ID Code:9548
Deposited On:14 May 2007
Last Modified:12 Apr 2010 07:34
Document Language:German - Deutsch
Status:Published
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Die endgültige Version des Beitrags ist veröffentlicht in:
S. Zikeli, W. Claupein, S. Dabbert, B. Kaufmann, T. Müller und A. Valle Zárate, Hrsg. (2007)
Zwischen Tradition und Globalisierung – 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Deutschland, 20.-23. März 2007, http://orgprints.org/10742/

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