Files
Abstract
Because consumers’ preferences are relevant determinants in the
purchase decision, their measurement seems to be extremely important.
Therefore, the article presents selected results of preference
measurement (conjoint-analysis) with special regard to different
food production modes (organic production, conventional production
and production reflecting animal welfare aspects) and
labelling of food origin (out of the region, from farm-gate and without
labelling of the food origin). The empirical research shows
surprising results: the organic produce is not as strongly preferred
as the product alternative reflecting the animal welfare aspect. As a
consequence, marketing-strategies should pay much more attention
to animal welfare aspects, whereas organic production seems to be
a less persuasive promotion argument. The contribution ends with
implications for further research.