IDEAS home Printed from
   My bibliography  Save this paper

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


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


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.

Suggested Citation

  • Kayser, Maike & Bohm, Justus & Spiller, Achim, 2011. "Zwischen Markt und Moral - Wie wird die deutsche Land- und Ernährungswirtschaft in der Gesellschaft wahrgenommen?," 51st Annual Conference, Halle, Germany, September 28-30, 2011 114491, German Association of Agricultural Economists (GEWISOLA).
  • Handle: RePEc:ags:gewi11:114491

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    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).
    Full references (including those not matched with items on IDEAS)

    More about this item


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

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:gewi11:114491. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.