Fortschrittlich – Image von Bio-Betrieben in Deutschland

Summary

This paper presents a comparison among different types of farming in the context of
an empirical study on the `image of agriculture`. Using a standardized questionnaire,
600 interviews with randomly selected adults aged 18-65 years in four urban and four
rural communities were conducted in 2007. Combining statistical procedures with
empirical coding-decoding the image of organic farming is compared with so called
`traditional` farming and farming `which is not different from the rest`. Generally organic
farming accumulates more positive values in terms of being environmental- and
animal friendly, honest and of high quality. Organic farming is further perceived as
progressive and important.