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How Different Consumer Groups with Distinct Basic Human Values Gather, Seek and Process Information on Meat Topics: The Case of the German Animal Welfare Initiative

  • In January 2015, German retail and industry jointly started a sector-wide initiative ("Initiative Tierwohl" - ITW) to improve animal welfare standards. The principle of the ITW is communicated mostly via the websites of ITW and its participating companies. However, uncertainty remained whether or not these websites provide the necessary information consumers need on the ITW products. Based on Schwartz's basic human values, different types of consumers were identified by a cluster analysis (ward-method, k-means). The results showed that depending on expressed meta‐values (Self-Transcendence/Openness to Change Self-Enhancement or Conservation), respondents had different specific information sources and needs. Online sources were rarely mentioned, the majority of consumers referred to brochures, flyers and interpersonal contacts.

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Document Type:Article
Author:Darya Hirsch, Christian H. Meyer, Cristina Massen, Wiltrud Terlau
Parent Title (English):International Journal on Food System Dynamics
First Page:100
Last Page:113
Place of publication:Bonn
Publishing Institution:Hochschule Bonn-Rhein-Sieg
Date of first publication:2019/03/25
Copyright:This work is licensed under a Creative Commons License
Keyword:Attitudes; Communication; Consumer; Factor and Cluster analyses; Information needs; Schwartz's portrait value questionnaire (PVQ); Values
Departments, institutes and facilities:Fachbereich Wirtschaftswissenschaften
Internationales Zentrum für Nachhaltige Entwicklung (IZNE)
Dewey Decimal Classification (DDC):6 Technik, Medizin, angewandte Wissenschaften / 63 Landwirtschaft / 630 Landwirtschaft und verwandte Bereiche
Entry in this database:2019/03/25
Licence (German):License LogoCreative Commons - CC BY-NC - Namensnennung - Nicht kommerziell 4.0 International