Kommunikation artgerechter Tierhaltung: Wie können Öko-Konsumenten angesprochen werden?

Summary

Sustainable and ethical product quality is gaining more importance in the context of food choice. Especially consumers of organic products are sensitive to ethical product quality. After all, certificates and labels only have limited capacity to communicate the complexity of sustainably produced foods. This paper gives an example for communicating sustainable product quality in-depth by taking the example of suckler-based beef. Consumer response to different communication material (a documentary film, an image film and an information leaflet) is evaluated through a choice experiment and a consumer survey. Results indicate that all communication materials had a positive influence on consumer preference for sustainably produced meat. The documentary film, however, yielded the highest impact