Zusammenfassung
Die vorliegende Studie untersucht den Zusammenhang zwischen Motivation, Verständnis und Anwendung von nachhaltigen Gütesiegeln in der Lebensmittelwahl. Insgesamt wurden 4408 Teilnehmer in sieben Europäischen Ländern befragt. Die Befragten zeigten sich generell mittel bis sehr besorgt im Hinblick auf das Thema Nachhaltigkeit, je konkreter es allerdings um die Lebensmittelwahl ging, desto weniger Besorgnis konnte gemessen werden. Ein übergreifendes Verständnis der Thematik war ebenfalls gering, lediglich die vier für diese Studie ausgesuchten nachhaltigen Gütesiegel wurden überwiegend richtig erkannt. Weiterhin zeigt die Studie eine geringe Anwendung nachhaltiger Informationen in der Lebensmittelwahl – sowohl direkt als auch indirekt durch eine Conjoint Analyse gemessen. Die Ergebnisse lassen den Schluss zu, dass nachhaltige Gütesiegel noch keine große Rolle im Verbraucherverhalten spielen. Dies kann sich erst ändern wenn eine generelle Besorgnis um das Thema Nachhaltigkeit sich auch in entsprechendes Verhalten übersetzt.
Motivation, Verständnis und Anwendung von Fair Trade, Rainforest Alliance, Animal Welfare und Carbon Footprint Gütesiegeln in sechs Europäischen Ländern. Eine Verbraucherstudie zur Rolle von Gütesiegeln zur Nachhaltigkeit in der Lebensmittelwahl
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Acknowledgments
EUFIC erhält Finanzierung aus der Lebensmittelindustrie und Prof. Klaus G. Grunert hat für diese Studie Finanzierung von EUFIC erhalten.
Die Studie ist im Original (Englisch) im Journal Food Policy (2014, 44: 177–189) erschienen.
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Hieke, S., Grunert, K., Wills, J. (2015). Nachhaltige Gütesiegel und ihre Rolle im Verbraucherverhalten. In: Weber, T. (eds) CSR und Produktmanagement. Management-Reihe Corporate Social Responsibility. Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-45573-9_4
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