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Mind The Gap: Determinanten Der Diskrepanz Von Verbrauchereinstellung Und Kaufverhalten Am Beispiel Gentechnikfreier Trinkmilch

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  • Jankowski, Anne Katharina
  • Höhler, Julia

Abstract

Die Ablehnung von Gentechnik in Verbraucherumfragen ist groß. Gleichzeitig zeigen die Marktdaten für gentechnikfreie Milch ein anderes Bild. Die Diskrepanz zwischen Verbrauchereinstellung und –verhalten gibt Anlass für eine empirische Untersuchung möglicher Einflussfaktoren, die Verbraucher daran hindern, gentechnikfreie Milch zu kaufen. Die Ergebnisse der auf einem Choice Experiment basierenden logistischen Regression zeigen, dass neben der Einstellung soziodemografische Faktoren, wie Alter, Geschlecht, Bildungsstand und der Ort des Aufwachsens das Kaufverhalten beeinflussen. Des Weiteren können konkrete Handlungspläne, Verunsicherung der Konsumenten hinsichtlich Gentechnik und die direkte Erkennbarkeit der Produkte als Einflussfaktoren identifiziert werden. Mit steigendem subjektiven Wissen und Bildungsstand sinkt die Kaufbereitschaft für gentechnikfreie Milch.

Suggested Citation

  • Jankowski, Anne Katharina & Höhler, Julia, 2017. "Mind The Gap: Determinanten Der Diskrepanz Von Verbrauchereinstellung Und Kaufverhalten Am Beispiel Gentechnikfreier Trinkmilch," 57th Annual Conference, Weihenstephan, Germany, September 13-15, 2017 262156, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi17:262156
    DOI: 10.22004/ag.econ.262156
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    References listed on IDEAS

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    Keywords

    Consumer/Household Economics; Livestock Production/Industries; Marketing;
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