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Abstract
Scandals in the food production industry have caused an uncertainty about quality and innocuousness
of food for many consumers. This resulted in a strong risk perception of consumers
at the point of sale. The direct marketing of products by farmers can be an important
way to strengthen consumer confidence. In this contribution, buying behaviour is examined
by an observation and a following interview. We develop an econometric model about the
number of bought products and the proposition of marketing strategies which can be recommended
to farmers involved in direct marketing.