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Collaborative project: Livestock Farming: Acceptance through Innovation (SocialLab_II) - subproject 1 (SocialLab II)
Project
Project code: 28N1800021
Contract period: 01.06.2019
- 31.07.2022
Budget: 585,476 Euro
Purpose of research: Public relations
Keywords: market information/market transparency, consumer expectations, animal species comprehensive, animal welfare, consumer behaviour, management planning, husbandry techniques, marketing, socio-economics, food pattern
The overarching aim of the cooperative project is to investigate the societal acceptance of existing and future animal husbandry systems as well as to investigate the associated particularities of animal welfare products and its marketing approaches. The 'monitoring” (WP1) research process is based on questionnaires, integrating consumers/citizens, farmers and retailers. Moreover, workshops with non-governmental organisations will be conducted to provide further critical feedback. The consumer/citizen surveys will be conducted in intervals of three to six months from the second year onwards. For the target group 'farmers” and 'retailers”, 12-month intervals will be scheduled. As part of the 'media content analysis (AP2), two surveys and experiments will be conducted. In addition, media contributions on livestock husbandry that were published between the two surveys will be recorded. The 'discussion platform” (WP3) is based on the concept of the Future Academy. Participants with different backgrounds (farmers, consumers, representatives of the agricultural and food industries, NGOs and ministries) are asked to discuss monetary and non-monetary influencing factors and benefits of different forms of livestock farming. The aim of the 'virtual supermarket” (WP4) is to observe consumers’ behaviour in an experimental setting, which is close to a real shopping experience and, by changing factors such as price, product label and/or supermarkets’ choice architecture to investigate the influence on the purchase decision process. The 'Real World Lab' (WP5) is a concept of transdisciplinary and transformative research. The 'Real World Lab' allow scientists to monitor and develop societal significant, real change processes. In this way, innovative marketing services can be scientifically monitored, co-designed and measured over time. The 'Real World Lab” allows to validate the impact of innovative marketing services, measuring them under real conditions at the point-of-sale.
Section overview
Subjects
- Animal Husbandry
- Communication Sciences
