Einflussfaktoren auf den Kauf von Öko-Produkten mit nährwertund gesundheitsbezogenen Angaben: Ergebnisse einer Kaufsimulation

Summary

Health is an increasingly important argument in advertising and in information given on
food product packages. The EU regulation on nutrition and health claims made on
food poses a challenge to such messages, including those on organic foods. This
paper examines whether organic foods with claims are refused or preferred, and
which are the influencing factors on choice for such a product. The results show that in
case that attentiveness to the claim is given, the likelihood of choice is significantly
higher. Several factors prove to be influencing choice significantly, but in different
directions. Recommendations for the marketing of organic products with claims are
derived from the results.