SP 1.6

Titel:

Consumer

Scientific Co-ordinator:

Prof. Dr. Tilman Becker

Institutions involved:

Institute for Agricultural Policy and Agricultural Markets, Department of Agricultural Markets and Agricultural Marketing, University of Hohenheim Consumer Association Baden-Württemberg, Stuttgart

Staff:

Dr. Eckhard Benner, Consumer Association Baden-Württemberg M. Sc. Lisa Lichtenberg, Universität Hohenheim

Aim of the Sub-project:

The aim of the sub-project is to analyse consumers´ information requirements, as well as terms and conditions for the provision of truthful information. In order to achieve these objectives, the sub-project is subdivided into two sections (1.6.1 and 1.6.2). One section will be completed by the University of Hohenheim (1.6.1), while the second section will be completed by the Consumer Association of Baden-Württemberg.
The results will be suitable for the optimisation of public consumer information and also for defining mandatory regulations with regard to the establishment of truthful consumer information. Moreover, the results will also be suitable for the optimisation of corporate communication (electronic and non-electronic information transmission concerning traceability.

Sections of the Sub-project:

SP 1.6.1: Consumer Analysis (Universität Hohenheim)
SP 1.6.2: Truthful Consumer Information (Consumer Association Baden-Württemberg)

Research:

The understanding of traceability is different from corporate and consumers’ viewpoints. Within the scope of the sub-project, the meaning and importance of traceability from consumers’ perspective, as well as the requirements for truthful information transmission will be analysed. Surveys already exist about consumers’ expectations concerning product and process characteristics of meat. Some of these surveys consider various credence characteristics (e.g. origin, ecological production method). However, the consideration of traceability is limited to the questions of information transmission within the value chain or regarding technical problems. Moreover, a survey of traceability considered in a framework of "means" and "ends" does not yet exist.
Traceability is a credence characteristic: consumers do not know before or after purchase whether traceability is guaranteed. Information about credence characteristics requires a high amount of reliability in terms of information transmission and the information source, which goes back to the control of credence characteristics. Corporate information conveyed to consumers regarding credence characteristics is part of the respective brand or private label communication. This type of information basically uses the concept of "signalling". Statements about the truthfulness of brand or private label communication are usually supported by statements about the success of advertising efforts, which use consumers´ general knowledge about credibility. Therefore, corporate communication is, to a great extent, a reflexive production of credibility and crucially restricted in its capacity when crises occur. However, due to the fact that traceability is a credence characteristic as well as a central instrument for guaranteeing food safety, it is essential that the communication of traceability is especially enduring in times of crises. A survey about how the capacity of corporate communication can be expanded in a way that consumers receive truthful information, even in crisis, does not yet exist.

SP 1.6.1: Consumer Analysis
Within this section, the meaning of traceability, in terms of food and the meaning of specific product and process characteristics (credence characteristics), from consumers’ perspectives will be described and analysed. The data inquiry will be undertaken by using the means-end-chain method with the laddering interview technique, conducting 1000 telephone interviews and a HILCA (Hierarchical Individualized Limit Conjoint Analysis).

SP 1.6.2: Truthful Information
Within this section, the terms and conditions for truthful information transmission will be analysed. The focus will be on electronic information systems with regards to cross-communication. Furthermore, concepts of signalling and third-party assurance will be analysed regarding their appropriateness.

Publications:

Pressemitteilung des Instituts Agrarpolitik und Landwirtschaftliche Marktlehre, Fachgebiet Agrarmärkte und Agrarmarketing download

Pressemitteilung der Verbraucherzentrale Baden-Württemberg e.V. download

Vortrag Prof. Becker "Rückverfolgbarkeit: Relevanz aus Verbrauchersicht" download

Lichtenberg, L.; Heidecke, S.-J.; Becker, T. (2008): Determination of the willingness-to-pay for traceability of meat by means of conjoint analysis. Vortrag im Rahmen des PhD Day (28.05.2008); "8th International Conference on Management in AgriFood Chains and Networks". Wageningen, Niederlande download

Lichtenberg, L.; Heidecke, S.-J.; Becker, T. (2008): Traceability of meat: Consumers´ associations and their willingness-to-pay. Vortrag im Rahmen des „12th Congress of the European Association of Agricultural Economists” (EAAE) (26.- 29.08.2008). Ghent, Belgien. download

Lichtenberg, L.; Heidecke, S.-J.; Becker, T. (2008): Bereit zu zahlen? Beispiel: Rückverfolgbarkeit von Fleisch. Poster-Vortrag im Rahmen der „48. Jahrestagung der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.” (Gewisola) (24.- 26.09.2008). Bonn. download

Rogge, C.; Lichtenberg, L.; Becker, T. (2008): Traceability & the Eating-Out-Paradox. Poster-Vortrag im Rahmen der „48. Jahrestagung der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.” (Gewisola) (24.- 26.09.2008). Bonn. download

Lichtenberg, L., Jerzenbeck, S.-J. und T. Becker (2008): Ermittlung der Zahlungsbereitschaft für die Rückverfolgbarkeit von Fleisch mit Hilfe der Conjoint-Analyse. In: eZAI (elektronische Zeitschrift für Agrarinformatik), Ausgabe 3/2008 www.eZAI.de

Benner, E. (2008): IT-gestützte Rückverfolgbarkeitssysteme als Instrument der Verbraucherinformation. In: eZAI (elektronische Zeitschrift für Agrarinformatik), Ausgabe 3/2008 www.eZAI.de

Lichtenberg, L.; Becker, T. (2008): Determination of German consumer attitudes towards meat traceability by means-end-chain theory. Vortrag im Rahmen der „10th World Conference on Animal Production” (WCAP). Kapstadt, Südafrika.

Rogge, C. B. E.; Lichtenberg, L.; Becker, T. (2008): Traceability and the Eating-Out-Paradox. Poster im Rahmen der „10th World Conference on Animal Production” (WCAP). Kapstadt, Südafrika.

Associated Partners:

Kaiser´s Tengelmann AG (Section 1.6.1)