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"Fleisch ist mein Gemüse ...": Eine Studie zur Wirksamkeit von Informationskampagnen zur Reduktion eines erhöhten Fleischkonsums

Author

Listed:
  • Nitzko, Sina
  • Cordts, Anette
  • Grethe, Harald
  • Duman, Nuray
  • Spiller, Achim

Abstract

Angesichts des gemessen an den Empfehlungen der Deutschen Gesellschaft für Ernährung zu hohen Pro-Kopf-Fleischverzehrs in der Bevölkerung und der Kenntnis der mit einem erhöhten Fleischkonsum verbundenen negativen Konsequenzen, wird zunehmend über staatliche Steuerungsmaßnahmen zur Reduktion des Fleischkonsums diskutiert. In der vorliegenden empirischen Studie soll deshalb eine Informationskampagne zur Reduktion des Fleischkonsums simuliert und auf ihre Wirksamkeit hin überprüft werden. Die Auswertungen zeigen, dass die Kampagnen bei Personen, welche ohnehin wenig Fleisch essen, wirksamer sind als bei Personen mit durchschnittlichem und hohem Fleischkonsum. Diese Ergebnisse werden vor dem Hintergrund der Knowledge-Gap-Hypothese interpretiert. Verschiedene Kampagneninhalte hatten unterschiedlich starken Einfluss auf die Kampagnenwirksamkeit.

Suggested Citation

  • Nitzko, Sina & Cordts, Anette & Grethe, Harald & Duman, Nuray & Spiller, Achim, 2013. ""Fleisch ist mein Gemüse ...": Eine Studie zur Wirksamkeit von Informationskampagnen zur Reduktion eines erhöhten Fleischkonsums," 53rd Annual Conference, Berlin, Germany, September 25-27, 2013 156216, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi13:156216
    DOI: 10.22004/ag.econ.156216
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    Keywords

    Food Consumption/Nutrition/Food Safety; Marketing;

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