Well-informed Consumer? How do Different Consumer Groups Handle Online Information on German Animal Welfare Initiatives?

Darya Hirsch, Christian H. Meyer, Cristina Massen and Wiltrud Terlau

No 258183, 2017 International European Forum, February 13-17, 2017, Innsbruck-Igls, Austria from International European Forum on System Dynamics and Innovation in Food Networks

Abstract: In January 2015, German trade and industry announced to support the national animal welfare initiative “Initiative Tierwohl” (ITW) which stands for a more sustainable and animal-friendly meat production. A web content analysis shows that the ITW initiative has been widely picked up and discussed by online media and that user comments are quite heterogeneous. The current study identifies different types of consumers through factor and cluster analysis and is based on an online survey as well as face-to-face interviews. According to our results, the identified consumer groups demonstrate a rather passive comment behaviour on the internet. In fact, the internet was hardly mentioned as an information source for meat production; consumers more frequently referred to brochures, leaflets and personal contacts with sales personnel.

Keywords: Agribusiness (search for similar items in EconPapers)
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/258183/files/4 ... consumer%20final.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:ief017:258183

DOI: 10.22004/ag.econ.258183

Access Statistics for this paper

More papers in 2017 International European Forum, February 13-17, 2017, Innsbruck-Igls, Austria from International European Forum on System Dynamics and Innovation in Food Networks
Bibliographic data for series maintained by AgEcon Search ().