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Diskrepanz zwischen Verbraucheraussagen und tatsächlichem Kaufverhalten bei Öko-Produkten in der Direktvermarktung

Niessen, Jan and Hamm, Ulrich (2007) Diskrepanz zwischen Verbraucheraussagen und tatsächlichem Kaufverhalten bei Öko-Produkten in der Direktvermarktung. [Discrepancy between consumers` statements and their real buying behaviour with organic products using the example of stated and actual buying frequency in direct marketing.] Poster at: Zwischen Tradition und Globalisierung - 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Stuttgart, Deutschland, 20.-23.03.2007.

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Summary

Direct marketing represents traditionally an important method of sale for organic agri-culture. Added value remains on farm and this form of marketing serves as attribute to strengthen trust and image and to maintain proximity to the customer. Direct market-ing however is losing market shares against competing places of sale in a growing organic market. By analysing panel data and an additional survey with the panel participants it can be seen that a large share of customers think that they were buying organic products, but in reality bought conventional products. Organic farmers should therefore improve their communication with consumers. A large discrepancy between stated and actual buying frequency also advises reconsideration of consumer surveys` results under methodical aspects.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Poster
Keywords:Marktforschung, Marketing, Verbraucherverhalten, BÖL, BOEL, FKZ 03OE274
Subjects: Food systems > Markets and trade
Research affiliation: Germany > Federal Organic Farming Scheme - BOELN > Economics > Vermarktung
International Conferences > 2007: Scientific Conference on Organic Agriculture > 3 Socioeconomics > 3.2 Marketing and market research
Related Links:http://www.bundesprogramm-oekolandbau.de/, http://www.bundesprogramm-oekolandbau.de/fkz=03OE274, http://orgprints.org/perl/search/advanced?addtitle%2Ftitle=&keywords=03OE274&projects=BOEL&_order=bypublication&_action_search=Suchen
Deposited By: Niessen, Dr. agr. Jan
ID Code:9659
Deposited On:31 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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