Jahn, Gabriele (2003) E-Commerce mit ökologischen Produkten. [E-commerce with products from organic agriculture]. In: Freyer, Bernhard (Ed.) Ökologischer Landbau der Zukunft, Beiträge zur 7. Wissenschaftstagung zum Ökologischen Landbau, Universität für Bodenkultur - Institut für ökologischen Landbau, Wien.
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Document available online at: http://www.gwdg.de/~uaao/spiller/publikationen/e_commerceoeko.pdf
Summary in the original language of the document
Nach wie vor stehen Landwirte und der nachfolgende Handel vor Entscheidungen, die darüber bestimmen, auf welche Art und Weise das Internet in die Unternehmenskonzeption integriert bzw. der Einsatz weiterentwickelt wird. Die vorliegende empirisch gestützte Studie stellt drei Schwerpunkte in den Mittelpunkt der Betrachtungen: Die Eignung landwirtschaftlicher Produkte zum Online-Handel, den Erfolg unterschiedlicher elektronischer Handelsformen in der Landwirtschaft und Einflussfaktoren auf den E-Commerce mit ökologischen Produkten. Am Ende stehen Kriterien und Empfehlungen, nach denen man sich bei einer Integration und Weiterentwicklung der Online-Handelsaktivitäten richten kann. Marktchancen sollen damit erkannt und genutzt werden und Marketingstrategien darauf aufbauen können.
Summary translation
The analysis focuses on three aspects:
− the analysis of different forms of electronic business and their suitability for sales with agricultural
products,
− the question whether agricultural products are suitable for online-marketing or not and
− the analysis of factors which influence online-marketing with organic products.
Based on the results of the analysis, criteria and recommendations are worked out to determine market
potentials and create a basis for marketing strategies.
The empirical part of the research includes a two-stage concept. 24 IT-experts, scientists and farmers
offering an online-service and delivering organic products were interviewed by phone with the help of
questionnaires (each call about 30 min.)
In contrast to its role as a medium of information and communication most of the experts hold a more
critical view of the internet as a tool for commercial activities. Online-shops are suitable for additional
sales or direct marketing measures on farms. Thus, a delivery service with organic products enhances
the success of E-Commerce. Another argument in favour of using the internet, as some experts said, is
the fact that organic markets are usually characterised by information deficits.
On the whole the interviewed farmers are satisfied with their shops. Especially fruit, vegetables and
standardised food boxes are successfully sold. However, according to the experts involved, marketing
activities and strategies could be better arranged to increase the number of customers.
The description of agricultural products requires a lot of parameters. Most of them are “Look and Feel”
goods involving many potemkin and credence attributes. In the theory of information economy these
characteristics reveal products which aren’t suitable for internet sales. Nevertheless this study shows
that the combination of online-shops and existing delivering service for direct marketing on organic
farms could be a successful alternative to traditional channels of distribution.
Currently many organic farmers who sell products directly to the consumer are planning to improve
their Web-presentation. But in the end existing selling structures, the acceptance of consumers and the
political development will be responsible for the future growth of online-marketing and e-commerce
with organic products.
| EPrint Type: | Conference paper, poster, etc. |
|---|---|
| Type of presentation: | Paper |
| Keywords: | elektronischer Handel, Internet, Vermarktung, Direktvermarktung, Electronic Business, Vertriebswege, Online |
| Subjects: | Food systems > Markets and trade |
| Research affiliation: | Germany > University of Hohenheim > Production Theory and Resource Economics |
| Related Links: | http://www.boku.ac.at/oekoland/#Abschluss, http://www.soel.de/projekte/wissenschaftstagung.html, http://www.soel.de/english/wissenschaftstagung_e.html |
| Deposited By: | Jahn, M.Sc.Dipl.-Ing. Gabriele |
| ID Code: | 808 |
| Deposited On: | 29 Aug 2003 |
| Last Modified: | 12 Apr 2010 07:27 |
| Document Language: | German/Deutsch |
| Status: | Published |
| Refereed: | Not peer-reviewed |
| Additional Publishing Information: | Der Tagungsband der 7. Wissenschaftstagung (Freyer, Bernhard, Ed. (2003) Beiträge zur 7. Wissenschaftstagung zum ökologischen Landbau: Ökologischer Landbau der Zukunft. Universität für Bodenkultur - Institut für ökologischen Landbau, Wien) kann unter folgender Adresse bezogen werden: Frau Sandra Donner, Institut für Ökologischen Landbau, Universität für Bodenkultur Wien, Gregor Mendel Straße 33, A-1180 Wien, Fax: +43 (0)1 47654-3792, andra.donner@boku.ac.at |
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