?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Farmer+Consumer+Partnerships%3A+Information+search+and+decision+making+-+the+case+of+ethical+values+of+organic+products&rft.creator=Zander%2C+Katrin&rft.creator=Hamm%2C+Ulrich&rft.subject=+Values%2C+standards+and+certification&rft.subject=Consumer+issues&rft.description=The+CORE+Organic+pilot+project+%C3%A2%C2%80%C2%98Farmer+Consumer+Partnerships%C3%A2%C2%80%C2%99+aims+at+analysing+and+testing+innovative+communication+strategies+of+organic+companies+with+respect+to+ethical+values+as+a+means+of+reconnecting+organic+farmers+and+consumers+against+the+varying+cultural+and+behavioural+backgrounds+of+consumers+in+five+European+countries+(AT%2C+CH%2C+DE%2C+IT+UK).+%0D%0AThe+previous+work+packages+(WP1+and+WP2)+provided+a+selection+of+the+most+promising+communication+arguments+with+respect+to+ethical+values+of+organic+food+based+on+literature+review+and+on+the+farmers%C3%A2%C2%80%C2%99+or+farmers%C3%A2%C2%80%C2%99+initiatives+point+of+view.+Based+on+this%2C+the+task+is+to+narrow+down+the+wide+range+of+existing+arguments+related+to+ethical+values+in+organic+food+production.+Therefore%2C+the+arguments+were+categorised+in+a+pragmatic+way%2C+taking+into+consideration+the+likely+beneficiaries+of+these+ethical+activities+and+the+expert+rating+of+research+partners.+The+final+selection+included+the+three+major+categories+of+economic%2C+social+and+environmental+concerns+and%2C+additionally%2C+animal+welfare+as+well+as+cultural+issues.+Finally%2C+14%C3%82%C2%A0ethical+arguments+belonging+to+the+following+sub-dimensions+were+chosen%3A+biodiversity%2C+animal+welfare%2C+regional+production%2C+fairness+in+relation+to+the+farmer%2C+care+farming%2C+social+aspects+of+production%2C+and+the+preservation+of+cultural+features.+%0D%0AThe+aim+of+this+work+package+was+to+confront+consumers+with+these+ethical+concerns+and+to+identify+the+most+promising+communication+attributes+for+further+analyses+within+the+next+work+packages.+It+was+to+be+determined+which+ethical+information+is+most+interesting+for+consumers+in+the+partner+countries+with+respect+to+the+purchase+decision+on+organic+food.+%0D%0AChapter+2+concentrates+on+the+theoretical+perspective+of+information+search+within+consumer+behaviour.+Factors+influencing+extensiveness+and+content+of+information+search+are+presented.%0D%0AChapter+3+is+dedicated+to+the+description+of+the+methodological+approach+of+the+research+within+this+research+step.+For+the+analyses+within+this+research%2C+it+was+decided+to+use+the+Information+Display+Matrix+(IDM).+The+IDM+is+a+process+tracing+method+aiming+at+monitoring+the+cognitive+processes+underlying+information+search%2C+judgement+and+choice.+The+IDM+was+used+to+analyse+the+depth+of+information+search+regarding+ethical+values+of+organic+food+and+to+identify+those+ethical+attributes+most+relevant+for+decision+making.+The+two-dimensional+matrix+lists+alternative+product+stimuli+in+columns%2C+while+product+attributes+are+listed+in+rows.+Each+cell+contains+concealed+information+about+a+product-related+attribute%2C+which+has+to+be+accessed+one+after+another+by+the+subject+in+order+to+obtain+the+information+(Jacoby+et+al.+1987%2C+M%C3%83%C2%BChlbacher+and+Kirchler+2003).+The+ethical+attributes+were+tested+with+the+product+organic+milk.+The+IDM+was+accompanied+by+a+questionnaire+aiming+at+the+validation+of+the+results+obtained+by+the+IDM%2C+at+an+explanation+of+the+information+acquisition+behaviour+and+at+giving+answers+on+the+%C3%A2%C2%80%C2%98real+life%C3%A2%C2%80%C2%99+information+behaviour+concerning+organic+food.+240+organic+milk+buyers+were+interviewed+face-to-face%2C+in+a+computer+assisted+manner+in+the+five+study+countries.%0D%0ASubject+of+chapter+4+is+the+description+of+the+sample+regarding+socio-demographic+indicators+of+participants+and+%C3%A2%C2%80%C2%98real+life%C3%A2%C2%80%C2%99+information+and+purchasing+behaviour.+Concerning+the+sources+of+information+on+organic+food%2C+the+results+show+that+%C3%A2%C2%80%C2%98articles+in+newspapers+etc.%C3%A2%C2%80%C2%99+are+preferred%2C+followed+by+%C3%A2%C2%80%C2%98conversation+with+family+and+friends%C3%A2%C2%80%C2%99+and+%C3%A2%C2%80%C2%98product+packaging%C3%A2%C2%80%C2%99.+%C3%A2%C2%80%C2%98Information+by+sales+personnel%C3%A2%C2%80%C2%99+was+frequently+mentioned+in+Italy+but+rarely+in+Switzerland+and+in+the+UK.+%C3%A2%C2%80%C2%98Reports+on+radio+or+TV%C3%A2%C2%80%C2%99+seem+to+be+less+important+in+Italy+than+in+all+other+countries.+When+asked+for+the+kind+of+information+they+had+actively+been+looking+for+within+the+last+two+months%2C+%C3%A2%C2%80%C2%98product+origin%C3%A2%C2%80%C2%99+was+mentioned+most+often%2C+followed+by+information+on+%C3%A2%C2%80%C2%98ingredients%C3%A2%C2%80%C2%99.+In+Switzerland+and+Germany%2C+on+the+other+hand%2C+information+on+%C3%A2%C2%80%C2%98organic+certification%C3%A2%C2%80%C2%99+and+%C3%A2%C2%80%C2%98production+and+processing+methods%C3%A2%C2%80%C2%99+was+ranked+higher+than+information+on+%C3%A2%C2%80%C2%98ingredients%C3%A2%C2%80%C2%99.+In+Italy%2C+information+on+%C3%A2%C2%80%C2%98product+quality%C3%A2%C2%80%C2%99+was+more+frequently+asked+for+than+on+%C3%A2%C2%80%C2%98ingredients%C3%A2%C2%80%C2%99+whereas+in+the+UK%2C+information+on+%C3%A2%C2%80%C2%98food+miles%C3%A2%C2%80%C2%99+is+more+important.+Information+on+%C3%A2%C2%80%C2%98prices%C3%A2%C2%80%C2%99+seems+to+be+much+more+important+in+Austria+than+in+all+the+other+countries.+%0D%0AChapter+5+concentrates+on+the+depth+and+content+of+information+search+for+ethical+values+of+organic+food+obtained+by+means+of+the+IDM.+On+average%2C+respondents+spent+4%3A28+minutes+for+information+search+and+opened+34+information+fields+within+the+IDM.+There+are+marked+differences+between+the+countries.+Besides+socio-demographic+factors+like+age+and+the+level+of+education%2C+attitudes+regarding+organic+food+consumption+could+be+identified+to+have+an+impact+on+the+amount+of+information+looked+for+preceding+the+product+choice.+The+importance+of+different+attributes+for+the+choice+of+the+organic+product+was+analysed+via+the+share+that+each+attribute+has+in+all+firstly+accessed+attributes+and+via+the+frequency+of+accession+of+each+attribute.+According+to+these+indicators%2C+the+most+important+attributes+are+%C3%A2%C2%80%C2%98animal+welfare%C3%A2%C2%80%C2%99%2C+%C3%A2%C2%80%C2%98regional+production%C3%A2%C2%80%C2%99+and+%C3%A2%C2%80%C2%98fair+prices+for+farmers%C3%A2%C2%80%C2%98.+These+attributes+were+followed+by+%C3%A2%C2%80%C2%98product+price%C3%A2%C2%80%C2%99%2C+indicating+that+consumers+tend+to+prefer+cheaper+products+over+ethical+products+with+attributes+like+%C3%A2%C2%80%C2%98care+farming%C3%A2%C2%80%C2%99%2C+%C3%A2%C2%80%C2%98social+criteria+of+production%C3%A2%C2%80%C2%99%2C+%C3%A2%C2%80%C2%98protection+of+biodiversity%C3%A2%C2%80%C2%99+and+%C3%A2%C2%80%C2%98cultural+aspects%C3%A2%C2%80%C2%99.+There+are+only+minor+differences+between+the+countries+in+the+order+of+the+most+important+attributes.+Only+in+Italy+%C3%A2%C2%80%C2%98product+price%C3%A2%C2%80%C2%99+seems+to+be+more+important+than+%C3%A2%C2%80%C2%98fair+prices%C3%A2%C2%80%C2%99+and+%C3%A2%C2%80%C2%98animal+welfare%C3%A2%C2%80%C2%99.+Factors+impacting+on+the+preferred+ethical+concern+are+age%2C+gender%2C+level+of+education+and+motives+for+organic+consumption.+Expected+relationships+between+attitudes+towards+organic+consumption+and+the+preferred+ethical+concern+proved+to+be+weak.%0D%0AThe+choice+decision+shows+that+the+cheaper+organic+product+without+any+additional+ethical+values+was+preferred+by+6%25+of+the+respondents+only.+While+in+Germany+3%25+decided+in+favour+of+the+cheaper+product%2C+9%25+of+the+Austrian+respondents+chose+the+cheaper+one.+This+result+allows+the+conclusion+that+a+large+share+of+consumers+of+organic+food+would+be+willing+to+pay+a+price+premium+for+ethical+products.+%0D%0AThe+report+is+completed+by+some+concluding+remarks+(Chapter+6)+pointing+at+the+appropriateness+of+the+IDM+for+the+task+fulfilled+but+also+its+methodological+limitations.+The+central+result+of+the+analyses+of+work+package+3+for+the+whole+project+is+the+identification+of+the+most+important+ethical+values+from+the+consumers%C3%A2%C2%80%C2%99+point+of+view.+However%2C+there+are+still+some+open+research+questions%2C+particularly+as+for+the+joint+effect+of+different+variables+on+the+respondents%C3%A2%C2%80%C2%99+information+behaviour.+The+corresponding+analyses+will+take+place+during+the+next+months+and+will+be+published+in+scientific+journals.+%0D%0A%0D%0A%0D%0A&rft.date=2009-01&rft.type=Report&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.identifier=http%3A%2F%2Forgprints.org%2F15199%2F1%2FCORE_FCP_WP3_Report.pdf&rft.identifier=Zander%2C+Katrin+and+Hamm%2C+Ulrich+(2009)+Farmer+Consumer+Partnerships%3A+Information+search+and+decision+making+-+the+case+of+ethical+values+of+organic+products.+CORE+Organic+Project+Report%2C+CORE+Organic+project+nr%3A+1897.&rft.relation=http%3A%2F%2Forgprints.org%2F15199%2F