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2015 | OriginalPaper | Buchkapitel

Nachhaltige Gütesiegel und ihre Rolle im Verbraucherverhalten

verfasst von: Dr. Sophie Hieke, Prof. Dr. Klaus G. Grunert, Dr. Josephine Wills

Erschienen in: CSR und Produktmanagement

Verlag: Springer Berlin Heidelberg

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Zusammenfassung

Die vorliegende Studie untersucht den Zusammenhang zwischen Motivation, Verständnis und Anwendung von nachhaltigen Gütesiegeln in der Lebensmittelwahl. Insgesamt wurden 4408 Teilnehmer in sieben Europäischen Ländern befragt. Die Befragten zeigten sich generell mittel bis sehr besorgt im Hinblick auf das Thema Nachhaltigkeit, je konkreter es allerdings um die Lebensmittelwahl ging, desto weniger Besorgnis konnte gemessen werden. Ein übergreifendes Verständnis der Thematik war ebenfalls gering, lediglich die vier für diese Studie ausgesuchten nachhaltigen Gütesiegel wurden überwiegend richtig erkannt. Weiterhin zeigt die Studie eine geringe Anwendung nachhaltiger Informationen in der Lebensmittelwahl – sowohl direkt als auch indirekt durch eine Conjoint Analyse gemessen. Die Ergebnisse lassen den Schluss zu, dass nachhaltige Gütesiegel noch keine große Rolle im Verbraucherverhalten spielen. Dies kann sich erst ändern wenn eine generelle Besorgnis um das Thema Nachhaltigkeit sich auch in entsprechendes Verhalten übersetzt.
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Metadaten
Titel
Nachhaltige Gütesiegel und ihre Rolle im Verbraucherverhalten
verfasst von
Dr. Sophie Hieke
Prof. Dr. Klaus G. Grunert
Dr. Josephine Wills
Copyright-Jahr
2015
Verlag
Springer Berlin Heidelberg
DOI
https://doi.org/10.1007/978-3-662-45573-9_4

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