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Well-informed Consumer? How do Different Consumer Groups Handle Online Information on German Animal Welfare Initiatives?

  • In January 2015, German trade and industry announced to support the national animal welfare initiative "Initiative Tierwohl" (ITW) which stands for a more sustainable and animal-friendly meat production. A web content analysis shows that the ITW initiative has been widely picked up and discussed by online media and that user comments are quite heterogeneous. The current study identifies different types of consumers through factor and cluster analysis and is based on an online survey as well as face-to-face interviews. According to our results, the identified consumer groups demonstrate a rather passive comment behaviour on the internet. In fact, the internet was hardly mentioned as an information source for meat production; consumers more frequently referred to brochures, leaflets and personal contacts with sales personnel.

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Document Type:Conference Object
Author:Darya Hirsch, Christian Meyer, Cristina Massen, Wiltrud Terlau
Parent Title (English):Deiters, Rickert et al. (Eds.): Proceedings of the 11th International European Forum on System Dynamics and Innovation in Food Networks. February 13-17, 2017, Innsbruck-Igls, Austria
First Page:418
Last Page:423
Place of publication:Bonn
Publishing Institution:Hochschule Bonn-Rhein-Sieg
Date of first publication:2017/06/29
Copyright:This work is licensed under a Creative Commons License
Keyword:Consumer behavior; Echo chamber; Factor- and cluster analyses; Milieu-specific differences; Schwartz's portrait value questionnaire (PVQ); Social Media; Sustainability
Departments, institutes and facilities:Fachbereich Wirtschaftswissenschaften
Internationales Zentrum für Nachhaltige Entwicklung (IZNE)
Dewey Decimal Classification (DDC):3 Sozialwissenschaften / 38 Handel, Kommunikation, Verkehr / 380 Handel, Kommunikation, Verkehr
6 Technik, Medizin, angewandte Wissenschaften / 63 Landwirtschaft / 636 Viehwirtschaft
Entry in this database:2017/07/18
Licence (German):License LogoCreative Commons - CC BY-NC - Namensnennung - Nicht kommerziell 4.0 International