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Zwischen Markt und Moral - Wie wird die deutsche Land- und Ernährungswirtschaft in der Gesellschaft wahrgenommen?

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  • Kayser, Maike
  • Bohm, Justus
  • Spiller, Achim
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    Abstract

    Die deutsche Land- und Ernährungswirtschaft ist zunehmend im Fokus der öffentlichen Diskussion. Dabei bewegt sie sich in einem Spannungsfeld von marktlichen Anforderungen und gesellschaftlichen Erwartungen. Um Rückschlüsse auf das generelle Meinungsklima zu gewinnen, wird in dieser Arbeit die Verbraucherwahrnehmung der deutschen Land- und Ernährungswirtschaft untersucht. Der Schwerpunkt der Untersuchung liegt auf der Frage, ob die Gesellschaft die moderne, auf Produktivität ausgerichtete Branche negativ bewertet und Trends hin zu einer „natürlichen“ Lebensmittelherstellung als positiv beurteilt. Die Ergebnisse zeigen, dass ein Großteil der Verbraucher der auf Effizienz ausgerichteten Lebensmittelproduktion nicht so kritisch gegenübersteht, wie es die Medienberichterstattung nahelegt. The German agri-food-industry is increasingly in the public discourse. Thereby, the industry is challenged to orient on social ethics whilst remaining within the limits of market needs. In order to analyse the general climate of opinion, the present paper examines the consumer’s perception of the German agri-food-industry. The main focus of the analysis is on the question, whether society is judging the modern productivity-driven industry negatively and trends towards more natural food production as a positive development. The results show that the majority of consumers aren’t as critical towards an efficiency based food production as the media suggests.

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    Bibliographic Info

    Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 51st Annual Conference, Halle, Germany, September 28-30, 2011 with number 114491.

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    Date of creation: 2011
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    Handle: RePEc:ags:gewi11:114491

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    Keywords: Land- und Ernährungswirtschaft; Gesellschaft; Clusteranalyse; Deutschland; Agri-Food-Industry; Society; Framing; Cluster Analysis; Germany; Agricultural and Food Policy;

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    1. Franz, Annabell & von Meyer, Marie & Spiller, Achim, 2010. "Prospects for a European Animal Welfare Label from the German Perspective: Supply Chain Barriers," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(4).
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