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The EU health claims regulation and its impact on the marketing of organic food.


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Aschemann, Jessica; Maroscheck, Nicole and Hamm, Ulrich (2008) The EU health claims regulation and its impact on the marketing of organic food. In: D., Neuhoff (Ed.) Cultivating the future based on science - Proceedings of the Second scientific conference of the International Society of Organic Agriculture Research (ISOFAR), pp. 268-271.

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The so-called EU health claims regulation changes the legal framework for all health-related statements on food and in advertising. As health reasons are a major motive for purchasing organic food, organic market actors have to consider the opportunities and threats posed by the new regulation. This contribution discusses the relationship between the organic attribute and the health claim attribute on the basis of a literature review and expert interviews. We argued that there is no scientific basis for depicting organic products as ‘healthy as such’. The use of health claims for and on organic food can be problematic as well as promotive. Whether health claims are favourable or not depends, among other things, on product characteristics, the target consumer group and the future use of claims on competing conventional products.

EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:BÖL, BOEL, FKZ 06OE120, health claims, consumer behaviour, marketing, communication strategy
Subjects: Food systems > Markets and trade
Values, standards and certification > Consumer issues
Research affiliation: Germany > University of Kassel > Department of Agricultural- and Food Marketing
Germany > Federal Organic Farming Scheme - BOELN > Economics > Vermarktung
Related Links:http://bundesprogramm-oekolandbau.de, http://bundesprogramm.de/fkz=06OE120, https://orgprints.org/perl/search/advanced?addtitle%2Ftitle=&keywords=06OE120&projects=BOEL&_order=bypublication&_action_search=Suchen
Deposited By: Hamm, Prof. Dr. Ulrich
ID Code:15069
Deposited On:20 Jan 2009
Last Modified:12 Apr 2010 07:38
Document Language:English
Refereed:Peer-reviewed and accepted

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