Buch, Englisch, Band 95, 374 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 460 g
Empirical analysis focusing on the communication and information process in the fruit juice and meat sector
Buch, Englisch, Band 95, 374 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 460 g
Reihe: Studien zum Konsumentenverhalten
ISBN: 978-3-339-14032-6
Verlag: Verlag Dr. Kovac
The realization of sustainable development requires the engagement of both companies and consumers. While companies are increasingly integrating sustainability aspects into their strategies, societal interest does not necessarily reflect in consumer purchasing behavior.
This dissertation examines strategies for sustainability communication by food companies to gain insights into consumers' need for and perception of sustainability information, aiming to promote sustainable consumption and production. Within this framework, a conceptual framework is developed, encompassing theoretical approaches to information, communication, and decision-making processes. Five empirical studies investigate selected topics of sustainability communication in the fruit juice and meat sectors in Germany, employing various qualitative and quantitative methods to obtain comprehensive insights.
The first contribution of this dissertation examines the communication of sustainability aspects in the fruit juice sector, demonstrating that most strategies focus on ecological sustainability while neglecting social engagement.
The second contribution explores consumer trust in communication strategies using a Cause-Related Marketing campaign, revealing that the success depends on general trust in such initiatives.
The third contribution analyzes preferences regarding product and process attributes in the meat sector, emphasizing the heterogeneity of consumer groups.
Additionally, the fourth contribution investigates how information influences the purchase decision for salami products, highlighting consumers' preference for production processes with health benefits.
The fifth contribution sheds light on consumers' perception of their responsibility along the meat value chain, emphasizing its significance for sustainable purchasing behavior.
The findings of this work contribute to the existing literature on the possibilities and limitations of promoting sustainable development, both in terms of content and methodology.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Corporate Social Responsibility (CSR), Nachhaltiges Wirtschaften
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Primärer Sektor Agrarökonomie, Ernährungswirtschaft
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Lebensmittelindustrie, Nahrungsmittelindustrie
