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Old vegetable varieties: attitude, consumption behaviour and knowledge of German consumers

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  • Sarah Hemmerling
  • Achim Spiller

Abstract

Against the background of the increasing relevance of ethical and sustainability-oriented consumption motives, parsnip, mangold, Jerusalem artichoke and other vegetables are experiencing a renaissance in Germany. However, in spite of the increasing presence of old vegetable varieties (ovv) in German kitchens, cooking shows and recipe books, so far few scientific investigations have been made to analyse the consumption of ovv from a consumers? perspective. The present study provides first insights into the consumption of ovv with the aim to reveal market potentials in Germany in order to increase their utilisation and to support their preservation. By means of a standardised online survey, the study analysed the attitudes of 216 German consumers towards and knowledge about ovv. Three consumer segments could be identified from this analysis, one of which can be considered as a promising target group - the fanciers of old vegetable varieties - characterised by a positive attitude towards and a high familiarity with ovv. The implications for the marketing of ovv are discussed.

Suggested Citation

  • Sarah Hemmerling & Achim Spiller, 2016. "Old vegetable varieties: attitude, consumption behaviour and knowledge of German consumers," Economia agro-alimentare, FrancoAngeli Editore, vol. 18(2), pages 179-204.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2016-002005
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    References listed on IDEAS

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    1. Gilg, Andrew W. & Battershill, Martin, 1998. "Quality farm food in Europe: a possible alternative to the industrialised food market and to current agri-environmental policies: lessons from France," Food Policy, Elsevier, vol. 23(1), pages 25-40, February.
    2. Neeru Paharia & Anat Keinan & Jill Avery & Juliet B. Schor, 2011. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 775-790.
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    Cited by:

    1. Josephine Lauterbach & Christina Bantle, 2022. "“For More Diversity, Better Taste and My Own Health” Exploring Organic Consumers’ Purchasing Motives for Heirloom Vegetable Varieties," Sustainability, MDPI, vol. 14(7), pages 1-16, March.

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    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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