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2. Exploring influences of different communication approaches on consumer target groups for ethically produced beef
- 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.
3. How do human values influence the beef preferences of consumer segments regarding animal welfare and environmentally friendly production?
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sonoda, Yuta (author), Oishi, Kazato (author), Chomei, Yosuke (author), and Hirooka, Hiroyuki (author)
- Format:
- Online journal article
- Publication Date:
- 2018-12
- Published:
- USA: Elsevier
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 4 Document Number: D10179
- Journal Title:
- Meat Science
- Journal Title Details:
- 146: 75-86
- Notes:
- 12 pages., via online journal, Animal welfare and environmental impacts have been emphasized in the sustainable production of livestock. Labels are useful tools for clearly providing such attribute information to consumers. The aim of this study was to evaluate how human values influence consumer segments for beef with information on animal welfare and environmentally friendly production. Using a choice experiment, we examined whether animal welfare and environmentally friendly labels, country of origin and price impact consumer choice. As results, five heterogeneous consumer classes were identified using a latent class model: label conscious, domestic beef preferring, price conscious, animal welfare preferring and not interested in production method. Almost 90% of consumers were interested in and willing to pay for beef with animal welfare or environmentally friendly label. The classes with significant preferences for such labeled beef were affected by “openness to change”, “self-enhancement” and “security”. Improving consumer attitudes and strengthening consumer perception towards labeled beef by marketers and policy makers will be required.