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

Aschemann, J.; Maroscheck, N. and Hamm, U. (2008) The EU health claims regulation and its impact on the marketing of organic food. Paper at: Cultivating the Future Based on Science: 2nd Conference of the International Society of Organic Agriculture Research ISOFAR, Modena, Italy, June 18-20, 2008.

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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:Health claims, consumer behaviour, marketing, communication strategy
Subjects: Food systems > Markets and trade
"Organics" in general > Countries and regions > Germany
Research affiliation: International Conferences > 2008: IFOAM OWC: Research Track / ISOFAR > 5.2 Market and consumers
Deposited By: Hamm, Prof. Dr. Ulrich
ID Code:11507
Deposited On:23 Sep 2008
Last Modified:12 Apr 2010 07:35
Document Language:English
Refereed:Peer-reviewed and accepted
Additional Publishing Information:This paper is published in the conference proceedings:
Neuhoff, Daniel; Halberg, Niels; Alfldi, Thomas; Lockeretz, William; Thommen, Andreas; Rasmussen, Ilse A.; Hermansen, John; Vaarst, Mette; Lck, Lorna; Carporali, Fabio; Jensen, Henning Hgh; Migliorini, Paola and Willer, Helga, Eds. (2008) .Cultivating the Future Based on Science. Proceedings of the Second Scientific Conference of the International Society of Organic Agriculture Research (ISOFAR), held at the 16th IFOAM Organic World Congress in Cooperation with the International Federation of Organic Agriculture Movements (IFOAM) and the Consorzio ModenaBio, 18 . 20 June 2008 in Modena, Italy.. International Society of Organic Agriculture Research (ISOFAR), c/o IOL, DE-Bonn, Research Institute of Organic Agriculture FiBL, CH-Frick. http://orgprints.org/13672 and http://orgprints.org/13674

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