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Ökologische Qualitätssiegel im Non-Food-Bereich aus Sicht der Generation Y

Author

Listed:
  • Farah Heyn

    (UX Professional/NUISOL Agentur für digitale Aha-Erlebnisse)

  • Christoph Kochhan

    (Hochschule RheinMain)

Abstract

Zusammenfassung Produkte aus ökologischer und nachhaltiger Herstellung werden zunehmend bedeutender, beim Einkauf achtet auch die junge Generation auf eine umweltbewusste, bio- bzw. ökologische Herkunft der Produktangebote. Erste Orientierungen bieten ihnen, neben Angaben des Herstellers, unabhängige Qualitätssiegel – z. B. das im Food-Bereich bekannte EU-Bio-Siegel. Aber auch im Non-Food-Bereich sind Qualitätssiegel vorhanden, durch die Kaufentscheidungsprozesse beeinflusst werden können. Die qualitative Interviewstudie mit zehn Vertreterinnen und Vertretern der Generation Y untersucht mittels leitfadengestützter Einzelinterviews, welche Bedeutung Qualitätssiegel aus dem Non-Food-Bereich für die jungen Konsumenten besitzen und betrachtet zudem mögliche Optimierungspotenziale, z. B. im Hinblick auf die Präsentation der Siegel, aus Sicht der jungen Generation.

Suggested Citation

  • Farah Heyn & Christoph Kochhan, 2016. "Ökologische Qualitätssiegel im Non-Food-Bereich aus Sicht der Generation Y," NachhaltigkeitsManagementForum | Sustainability Management Forum, Springer, vol. 24(2), pages 151-164, November.
    • Handle: RePEc:spr:sumafo:v:24:y:2016:i:2:d:10.1007_s00550-016-0412-9
    DOI: 10.1007/s00550-016-0412-9
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