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Die Nachfrage nach Fair-Trade-Produkten in Deutschland - Eine empirische Untersuchung unter Berücksichtigung von Präferenzen für Bio-Produkte

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  • Henseleit, Meike
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    Abstract

    Der folgende Beitrag befasst sich mit der Nachfrage nach Fair-Trade-Produkten in Deutschland unter besonderer Betrachtung der Mehrzahlungsbereitschaft für Produkte mit dem Fair-Trade-Logo. Empirisch untersucht wurde dies unter Anwendung eines Experiments im Rahmen einer Konsumentenbefragung, in dem das Wahlverhalten und die Zahlungsbereitschaft für Schokolade mit unterschiedlichen Herstellungsstandards erfasst wurden. Ziel war es, einen Eindruck davon zu bekommen, in wieweit Verbraucher sich in ihrer Nachfrage hinsichtlich von Bio- und Fair-Trade-Produkten unterscheiden, welchen Wert Produkte mit beiderlei Kennzeichen haben und welche Gründe hierfür jeweils eine Rolle spielen. Mit Hilfe inferenz- und kausalanalytischer Methoden wurden Einflussfaktoren der Zahlungsbereitschaft sowie des Wahlverhaltens untersucht. Die Studie ergab unter anderem, dass Personen, die bevorzugt Bio-Produkte kaufen, eine höhere Zahlungsbereitschaft für Fair- Trade-Produkte haben. Etwas mehr als ein Drittel der Befragten hatte eine noch höhere Zahlungsbereitschaft für Schokolade, die sowohl das Fair-Trade- als auch das Bio-Logo trug, jedoch im Regelfall nur solange bei der ersten Nennung der Zahlungsbereitschaft bestimmte Preisschwellen noch nicht überschritten wurden. In this paper the demand and the willingness to pay for fair traded products are analysed whereas the focus is also on peoples’ preferences for organic food. An empirical approach is used for the investigation which means more than two hundred people were interviewed and were asked to participate in an experimental, in which both product preferences and the willingness to pay for chocolate with different process standards. The aim was to get an idea of possible differences between the demand for fair-trade-products and organic, of which values consumers put on products which got both labels, the trade and the organic, and of the reasons for different references. By using inferential and causal instruments, impact factors of the willingness to pay and product choice were surveyed. The results indicate, that people who are more likely to buy organic also are willing to pay more for fair-trade-chocolate. Also a number of people are willing to pay more for both, fair trade and organic, as long as certain price limits were not reached already with the first given willingness to pay.

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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 114495.

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    Date of creation: 2011
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    Handle: RePEc:ags:gewi11:114495

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    Keywords: Fair Trade; Bio; Schokolade; empirische Erhebung; Zahlungsbereitschaft; Fair trade; organic; chocolate; survey; willingness to pay; Food Consumption/Nutrition/Food Safety;

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