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Kommunikation von Naturschutzmaßnahmen in der ökologischen Direktvermarktung

Possitt, K. and Zander, Katrin (2017) Kommunikation von Naturschutzmaßnahmen in der ökologischen Direktvermarktung. Paper at: 14. Wissenschaftstagung Ökologischer Landbau, Campus Weihenstephan, Freising-Weihenstephan, 07.-10. März 2017.

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PDF - German/Deutsch


The preservation of living ecosystems and the protection of nature and environment as a basis for existence are important challenges of our time, which are highlighted in
the principles of the International Federation of Organic Agriculture Movements (IFOAM 2015). Since nature conservation measures within organic farming are often
related to more costs, expenses or even yield losses, there are approaches to get the conservation efforts rewarded by the customers. The object of this research is the
description of the communication of nature conservation measures on three organic farms with direct selling in Northern and Eastern Germany. Therefore, three guided
interviews with the farm managers were conducted and analyzed. Afterwards, personally-written customer surveys using standardized questionnaires were carried
out in the farm shops. The intensity of nature communication to consumers ranged from very low on farm1 to very high on farm3. It became clear that for many customers
the engagement of the farms for nature conservation is an important factor to buy there. The combination of nature conservation and direct selling can lead to positive
interactions, e.g. by emphasizing the authenticity of organic farming. Under certain conditions nature conservation can be used as a unique selling proposition and by that enhancing customer loyalty and willingness to pay.

EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:conservation, direct selling, communication, unique selling proposition
Subjects: Environmental aspects > Air and water emissions
Environmental aspects > Biodiversity and ecosystem services
Research affiliation: Germany > Federal Research Institute for Rural Areas, Forestry and Fisheries - VTI
International Conferences > 2017: Scientific Conference German Speaking Countries > Umwelt und Nachhaltigkeit
Germany > University of Kassel
Deposited By: Hasreiter, Anna
ID Code:31964
Deposited On:04 Jul 2017 17:16
Last Modified:27 Sep 2017 07:54
Document Language:German/Deutsch
Refereed:Peer-reviewed and accepted
Additional Publishing Information:Dieser Beitrag ist im Tagungsband der 14. Wissenschaftstagung erschienen.
S. Wolfrum, H. Heuwinkel, H.J. Reents, u.a. (Hrsg.) (2017): Ökologischen Landbau weiterdenken - Verantwortung übernehmen - Vertrauen stärken. Beiträge der 14. Wissenschaftstagung Ökologischer Landbau, Freising-Weihenstephan, 7.-10. März 2017
Verlag Dr. Köster, Berlin

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