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

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.