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.
Czaja, Ronald (author), Hoban, Thomas (author), Woodrum, Eric (author), and Department of Sociology and Anthropology, North Carolina State University, Raleigh, NC
Format:
Journal article
Publication Date:
1992
Published:
USA: Rural Sociological Society
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 91 Document Number: C06663
biotechnology, James F. Evans Collection, The extent and sources of public opposition to the use of genetic engineering in agricultural production are examined through data from telephone interviews with 220 farmers and 332 nonfarmers living in eight North Carolina counties. A model suggesting that public opposition to genetic engineering is influenced by demographic characteristics mediated by three intervening variables (awareness of genetic engineering, faith in government and industry, and moral objection to genetic engineering) is analyzed. Moral objection is the strongest predictor of opposition. Opposition is also related to lower awareness and less faith in institutions. Women are more likely to oppose genetic engineering than men. Implications of findings are noted. (original)
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 188 Document Number: D01266
Notes:
Findings based on research conducted by Sullivan Higdon and Sink FoodThink., Sullivan Higdon & Sink, Kansas City, Missouri, via AgriMarketing Weekly. 1 page.
