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Die Reputation der Fleischwirtschaft in der Gesellschaft: Eine Kausalanalyse

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  • Albersmeier, Friederike
  • Spiller, Achim
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    Abstract

    Die Fleischwirtschaft steht zunehmend im Fokus der öffentlichen Diskussion. Die Unternehmen der Branche verhalten sich dabei eher passiv. Die Distanz zwischen Gesellschaft und der Fleischwirtschaft ist in den vergangenen Jahren daher größer geworden. Anzeichen für die mangelnde Akzeptanz sind z. B. Initiativen gegen Bauvorhaben, ein geringes Vertrauen und ein steigender Vegetarieranteil. Um Rückschlüsse auf das gesamte Ausmaß dieser Problematik zu gewinnen, wird in der vorliegenden Arbeit die Reputation der Fleischwirtschaft umfassend untersucht. Unter Verwendung der Partial Least Squares Methode (PLS) werden Einfluss- und Erklärungsgrößen analysiert. Die Ergebnisse zeigen, dass das Interesse und Wissen über die Branche insgesamt eher gering sind. Hierin begründet sich möglicherweise der hohe Einfluss der affektiven Dimensionen Zuverlässigkeit und Emotional Appeal,während die Erwartungen an die Erfüllung spezifischer Leistungskomponenten (wie z. B. Tierschutz) von untergeordneter Relevanz sind. Die Analysen verdeutlichen ferner die große Bedeutung der Reputation zur Erklärung verschiedener Akzeptanzprobleme der Branche.

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    Bibliographic Info

    Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 49th Annual Conference, Kiel, Germany, September 30-October 2, 2009 with number 53260.

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    Date of creation: Oct 2009
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    Handle: RePEc:ags:gaae09:53260

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    Related research

    Keywords: Reputation; Gesellschaft; Fleischwirtschaft (FW); Partial Least Squares (PLS); Food Consumption/Nutrition/Food Safety; Livestock Production/Industries;

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