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Gibt es eine Zukunft für die moderne konventionelle Tierhaltung in Nordwesteuropa?

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  • Spiller, Achim
  • von Meyer-Höfer, Marie
  • Sonntag, Winnie

Abstract

Die aktuelle intensive Form der Nutztierhaltung gewinnt weltweit an Bedeutung. Sie wird jedoch mit wachsender gesellschaftlicher Kritik und Ablehnung konfrontiert. Insbesondere in nordwesteuropäischen Ländern gibt es ausgeprägte gesellschaftliche Diskussionen um Tier- und Umweltschutz in der Nutztierhaltung. Daher stellt sich die Frage, was die Treiber dieser Akzeptanzprobleme sind und wie Vertrauen zurückgewonnen werden kann, um die license to produce nachhaltig zu sichern. Dazu fasst der vorliegende Beitrag in Form eines Literaturüberblickes aktuelle wissenschaftliche Forschungsergebnisse zusammen und stellt die Ursachen der Akzeptanzproblematik sowie Maßnahmen und Kommunikationsstrategien zur Rückgewinnung von Akzeptanz vor. Das Interesse der Gesellschaft an der Nutztierhaltung, Fragen der Ernährung und Gesundheit sowie dem Tierwohl sind langfristige Trends. Eine grundlegende Neuorientierung der Branche muss auf diesen Trend folgen. Vieles deutet darauf hin, dass die zunächst verfolgten eher passiven Konzepte (low profiling) und die heute stärker genutzten Gegenangriffs-, Rechtfertigungs- und Aufklärungsstrategien nicht ausreichen werden, um aus der medialen Defensive zu kommen. Angesichts des starken Strukturwandels, der konzentrationsfördernden Wirkung von zusätzlichen Tierschutzauflagen und der beachtlichen economies of scale gibt es keinen einfachen Weg zurück zu einer kleinbetrieblichen Landwirtschaft. Da die Einstellung der Bevölkerung gegenüber Großbetrieben z. T. aber sehr negativ ist, stehen gerade die größeren landwirtschaftlichen Betriebe und große Unternehmen der Fleischwirtschaft vor der Herausforderung, über CSR- und Shared-Value-Aktivitäten Vertrauen in der Gesellschaft zurückzugewinnen. Neben den Verbänden sind es auch diese Unternehmen, die über Ressourcen für einen Ausbau der Kommunikation verfügen. Wichtig ist zu betonen, dass Kommunikation alleine nicht ausreichen wird um Vertrauen und Akzeptanz zurückzugewinnen, es müssen auch glaubwürdige Veränderungen der Nutztierhaltung stattfinden.

Suggested Citation

  • Spiller, Achim & von Meyer-Höfer, Marie & Sonntag, Winnie, 2016. "Gibt es eine Zukunft für die moderne konventionelle Tierhaltung in Nordwesteuropa?," Department of Agricultural and Rural Development (DARE) Discussion Papers 260780, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:ags:gadadp:260780
    DOI: 10.22004/ag.econ.260780
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