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    3. Exploring influences of different communication approaches on consumer target groups for ethically produced beef

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Risus, Antje (author), Hamm, Ulrich (author), and Department of Food and Agricultural Marketing, University of Kassel, Witzenhausen, Germany
    Format:
    Journal article
    Publication Date:
    2018-06
    Published:
    Springer
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10264
    Journal Title:
    Journal of Agricultural and Environmental Ethics
    Journal Title Details:
    31(3) : 325-340
    Notes:
    16 pages., Via online journal, Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed.

    6. Identification of key components for a new urban food strategy - results of a delphi study in Cologne, Germany

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Hirsch, Darya (author), Heuschkel, Zoe (author), and Terlau, Wiltrud (author)
    Format:
    Paper
    Publication Date:
    2018
    Published:
    Germany
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 106 Document Number: D10930
    Notes:
    2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck, Austria. International European Forum on System Dynamics and Innovation in Food Networks. 5 pages., Urban food systems consist of many stakeholders with different perspectives, different interests and different governance tools. This study aimed at developing potential future scenarios for the food system of Cologne by analysing the system with a Delphi approach. In our research-design, the suitability of the Delphi-method was evaluated not only as a tool for future modelling and scenario design, but also as a communication tool among the group of participants on a multistakeholder platform. As a case study, the Food Policy Council of Cologne, Germany was used. Cologne can be seen as a forerunner among German cities in the development of a new urban food policy. Some of the successful steps to re-envisioning food as an urban system include joining the Milan Urban Food Policy Pact, the decision of the City Council to become an edible city and the establishment of a Food Policy Council. For the study it was important to capture participants’ visions of a common goal regarding the governance of the urban food system and also to identify mental ‘silos’. It was obvious that the municipality of Cologne together with the Food Policy Council made great efforts towards participatory processes to build a vision for a sustainable and regional food supply. However, many stakeholder-groups in the process still work exclusively among themselves and do not actively practice the confrontation with the viewpoints of other relevant groups. This supports the maintenance of ‘silos’ and leaves little room for face-to-face discussions. Therefore, the primary aim of this study is to explore key components of food provisioning in the future for Cologne while confronting all stakeholders (municipal administration and politicians, farmers and food activists) with the perspectives of all group members. We used a multi-stakeholder Delphi approach with 19 panellists to find out essential components of the municipal regional food provisioning system in Cologne. Unique in this Delphi study is the bringing together of municipal administration, regional urban farmers and food activists. The research is still on-going, but preliminary results show that more communication among all relevant actors, especially horizontally among different city departments, in the urban food system is needed.

    8. Out of the box: exploring pathways to relevance for the millennial generation

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Research report
    Publication Date:
    2018
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11333
    Notes:
    Online from the National Academy of Sciences, Washington, D.C. 22 pages., Report of a national online survey among a representative sample of 18- to 37-year old residents in the United States. Invited information about science topics and other related and unrelated content areas, then build a picture of science relevance and connection from the full pattern of survey responses. "...this investigation represents a crucial first step toward a more data-driven, audience-centric approach to doing public engagement with and for young adults - an approach that is necessary and appropriate for the 21st century."

    9. Questionnaire vs. social media analysis - case study of organic food

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Pilar, Ladislav (author), Kvasnickova, Lucie (author), Gresham, George (author), Polakova, Jana (author), Rojik, Stanislav (author), and Petkov, Rosen (author)
    Format:
    Journal article
    Publication Date:
    2018-09-30
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10283
    Journal Title:
    Agris On-line Papers in Economics and Informatics
    Journal Title Details:
    10(3) : 93-101
    Notes:
    via online journal, The amount of European farm acreage devoted to organic foods has been increasing each year over the past three decades, as farmers strive to meet consumer demand for these products. To understand what factors drive this demand, researchers have focused on the end customers' perception of organic food and their motivations to purchase it. The standard research methods are questionnaires and literature review; however, these tend to be expensive, time consuming, or involve work with secondary data. This paper compares 14 studies carried out using standard research methods with the results of a social network analysis based on 344,231 posts by 73,380 Instagram users. The result of the comparison shows that in the case of organic food, the characteristic of "healthy" is the most important one to customers, both based on questionnaire surveys and the social network analysis. Moreover, based on these two analyses, 4 key areas can be identified as factors that are important to customers buying organic food: (1) health consciousness, (2) ecological motives, (3) tasty and (4) hedonism. As the results indicate, social network analysis can be considered a method with a high potential for gaining a greater insight into customers' perceptions.