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Collaborative project: Livestock Farming: Acceptance through Innovation (SocialLab_II) - subproject 2 (SocialLab II)
Project
Project code: 28N1800022
Contract period: 01.06.2019
- 31.07.2022
Budget: 431,635 Euro
Purpose of research: Public relations
Keywords: animal welfare, food pattern, marketing, consumer expectations, socio-economics, management planning, market information / market transparency, husbandry techniques, consumer behaviour,animal species comprehensive
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. Consequently, the research cooperative project aims to enrich the understanding of change processes in agriculture and retailing, based on reliable, empirical and scientific findings. In order to achieve this overarching aim, the project is subdivided into five work packages (WP): WP 1 (monitoring) develops and validates a survey design that will enable the BMEL to collect, at regular intervals and among other things, the perspective of societal groups (consumers, farmers, retailer) with regard to different questions of animal husbandry and the marketing approaches of these products. WP 2 (media content analysis) aims to investigate the attitudes towards livestock husbandry or changes in attitude based on media consumption. WP 3 (discussion platform) examines the reduced societal acceptance of livestock husbandry. Recommendations for action will be identified with which a sustainable, mostly accepted livestock farming in Germany can be implemented, taking into account economic conditions. WP 4 (virtual supermarket) examines different pricing strategies, label designs, as well as changes in the supermarket’s choice architecture with regard to their influence on the purchase decision process of consumers as well as product choice and the willingness to pay for more sustainable animal products in an experimental purchase environment. WP 5 (Real World Lab) aims to systematically develop innovative marketing tools and to test them prototypically in the supermarket under real conditions. Consequently, this innovative approach allows recording the 'real” consumer behaviour when exposed to innovative marketing strategies.
Section overview
Subjects
- Animal Husbandry
- Communication Sciences
