14196 1 archive 1093 disk0/00/01/41/96 2009-04-15 2009-08-20 14:40:28 2009-08-20 14:40:28 conference_item show 0 de 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 uni-kassel-food-marketing int_conf_2009_wita_3_markt 11.-13. Februar 2009 10. Wissenschaftstagung Ökologischer Landbau Zürich yes 0 http://www.wissenschaftstagung.de/ http://www.verlag-koester.de/buch.php?id=645&start=0&fb_id=37 TRUE paper Bickel Malte Mühlrath Daniel Zander Katrin pub 5markets 7consumer fair producer prices, ethical values, buying motives, willingness to pay 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. 2009 published public 9361 1 14196 1 application/pdf de public

Bickel_14196.pdf

Bickel_14196.pdf 92581 http://orgprints.org/14196/1/Bickel_14196.pdf