Tatjana Steusloff Die Relevanz der Kennzeichnung als biologisches oder regionales Lebensmittel für den Käufer

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Demand for regional and organic food products has significantly increased over the past decade. Both labels are increasingly competing with each other for the limited purchase budgets of consumers. In this respect it is important to understand the differences in their influence on consumer’s attitudes and pur-chase behavior.

Based on current research this study investigates systematically the relevance of regional, organic and conventional food products for German food buyers. Consumer behavior experiments were conducted based on a representative sample of 600 German food buyers. Beside the preference, purchase intention, willingness to pay and accepted price range, the author examines the perceived quality characteristics of conventional, organic and regional apples and eggs, and compares them with each other. In addition, the influence of many demographic and psychographic factors on attitudes and purchase decisions for regional and organic food products were analyzed.

The very interesting and partially unexpected results are of great value espe-cially for retail companies and food producers.