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Motive und Barrieren zum Konsum von Superfood
[Motives and Barriers for the Consumption of Superfood]

Author

Listed:
  • Steusloff, Tatjana

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Steusloff, Tatjana

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Das Interesse an gesunder und bewusster Ernährung steigt in breiten Teilen der Bevölkerung und führt auch zu neuen Ernährungstrends. Superfoods gehören zu den im Trend liegenden gesunden Lebensmitteln. Nach den USA ist Deutschland der zweitwichtigste Markt für diese Produkte. In dieser Studie wurde neben dem Begriffsverständnis von Superfood die Motive und Barrieren untersucht, welche die Konsumentscheidung beeinflussen. Die Ergebnisse verdeutlichen, dass es ein einheitliches Begriffsverständnis von Superfood in Deutschland nicht gibt. Die Motive für den Konsum reichen weit über physiologische Bedürfnisse hinaus. Neben sozialen Aspekten sind eine Verbesserung der Lebensqualität, des Selbstbewusstseins und der Wunsch nach persönlicher Weiterentwicklung kauffördernd. Zu den größten Konsumbarrieren gehören neben dem Preis, fehlende Informationen zum Produkt und möglichen Verarbeitungs- und Zubereitungsmöglichkeiten. Die Erkenntnisse dieser Studie ermöglichen Anbietern von Superfoods, ihre Produkte zielgruppengerechter und differenzierter zu vermarkten, um dadurch den Anteil der Superfood-Verwendern zu erhöhen.

Suggested Citation

  • Steusloff, Tatjana & Steusloff, Tatjana, "undated". "Motive und Barrieren zum Konsum von Superfood [Motives and Barriers for the Consumption of Superfood]," Duesseldorf Working Papers in Applied Management and Economics 49, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:49
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    More about this item

    Keywords

    Barrieren; Konsumverhalten; Lebensmittel; Motive; Superfood; barriers; consumer behavior; food; motives;
    All these keywords.

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • E2 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment
    • P46 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty

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