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Concept for product differenatiation within the beef marekt - Possibilities of communication and willingness-to-pay for beef from extensive pasture based suckler cow husbandry
Project
Project code: 2811NA029
Contract period: 01.06.2012
- 31.05.2014
Budget: 98,608 Euro
Purpose of research: Applied research
Animal welfare becomes increasingly important for consumers in Germany. Extensive suckler cow husbandry, with the calves living together with their mothers on pasture for several months, probably meets consumers’ expectations of animal welfare to a large extent. So far, however, such beef is not differentiated on the beef market. Objective of this study is, therefore, to examine the market potential for labelling beef from animal-friendly, extensive pasture based suckler cow husbandry. A communication concept for organic and conventional beef from suckler cow husbandry will be developed and consumers’ willingness-to-pay for accordingly labelled beef will be tested.
In a first step, literature on existing successful marketing concepts focusing on product differentiation for beef from suckler cow husbandry will be examined. Based on the results of the literature research a communication concept will be developed, which will be discussed with practitioners and researchers in a workshop. The subsequently prepared communication materials for conventional and organic beef from suckler cow husbandry will be used to inform consumers in choice experiments in order to analyse their effect on consumers’ willingness-to-pay for alternatively produced beef. Results from the choice experiments are then discussed with practitioners in another workshop. Taking into account the outcomes of the workshop and the results of the choice experiments, recommendations for marketing of beef from extensive suckler cow husbandry will be given.
Section overview
Subjects
- Communication Sciences
- Agroeconomics
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
