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A means-end chain approach to investigate motives for the choice of bread made from heritage cereals (conference abstract)

Wang, Wen-Xiu; Hempel, Corinna and Roosen, Jutta (2023) A means-end chain approach to investigate motives for the choice of bread made from heritage cereals (conference abstract). In: Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V..

[thumbnail of Gewisola abstract only_Wang etal_FINAL.pdf] PDF - Accepted Version - English

Document available online at: https://www.gewisola.de/schriftenreihe


Intensive agricultural production methods are one of the main reasons for the loss of agrobiodiversity. To reduce this loss, one option is the in-situ conservation of genetic resources. For that to be successful, the production using endangered and heritage varieties has to be made more attractive for farmers, e.g., by creating demand for products made from those heritage crops. While there are some studies exploring the perception of heritage cereals, endangered species and heirloom vegetable varieties, there is still a lack of research on consumers’ purchase motives. To close this gap, we chose a combined approach of soft and hard laddering with a focus on bread made from heritage cereal varieties. First, we carried out 42 in-depth laddering interviews with consumers in four German cities, and second, we conducted a German-wide online survey including a hard laddering with 1200 consumers. The findings were summarized into Hierarchical Value Maps. We found that the psychosocial consequences health and naturalness play a relevant role when purchasing bread made from heritage cereals and should be used in future communication strategies to increase consumers’ demand and to support conservation of genetic resources.

EPrint Type:Conference paper, poster, etc.
Type of presentation:Other
Keywords:BÖL, BOEL, FKZ 19OE021, ReBIOscover, Heritage Cerals, Hierarchical Value Map, MEC, Means-end-chain, laddering
Agrovoc keywords:
behavioral science -> behavioural sciences
Subjects: Farming Systems > Farm economics
Food systems > Food security, food quality and human health
Environmental aspects > Biodiversity and ecosystem services
"Organics" in general > Countries and regions > Germany
Research affiliation: Germany > Federal Organic Farming Scheme - BOEL > Food > Processing
Germany > University of Munich - TUM
Related Links:https://orgprints.org/id/eprint/39126/
Deposited By: Geiß, René
ID Code:51808
Deposited On:25 Oct 2023 09:21
Last Modified:25 Oct 2023 09:21
Document Language:English
Refereed:Peer-reviewed and accepted
Additional Publishing Information:{Projekt} ReBIOscover: Wiederentdeckung regionaler Getreide-Landsorten zur nachhaltigen Herstellung von Bio-Lebensmittelspezialitäten (Verbundvorhaben). [Rediscovery of regional ancient grain varieties for the sustainable production of organic food.] Laufzeit: 2021 - 2023. Leiter/in: Scherf, Prof. Dr. Katharina; Fleissner, Dr. Klaus; Nadas, Anita und Roosen, Prof. Dr. Jutta, Karlsruher Institut für Technologie (KIT), D-Karlsruhe; Bayerische Landesanstalt für Landwirtschaft (LfL), D-Freising; Technische Universität München, D-München. Online abrufbar unter: https://www.orgprints.org/id/eprint/39126/

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