MARKETING OF BIOTECH FUNCTIONAL FOODS IN THE US
Leonie A. Marks,
Joe Parcell () and
Maury E. Bredahl
No 20284, 2004 Annual meeting, August 1-4, Denver, CO from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)
To date, most research in Europe and the United States has focused on eliciting consumer WTP for biotech foods without directly addressing strategies for marketing them. We use means-end theory to link consumers' knowledge about functional attributes, to their knowledge about consequences and core values, in order to gain insights into valued attributes for developing potential marketing strategies.
Keywords: Food Consumption/Nutrition/Food Safety; Marketing (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea04:20284
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