Submitted by: Submitted by katyjustmeandme
Views: 10
Words: 8448
Pages: 34
Category: Business and Industry
Date Submitted: 10/29/2015 09:09 AM
www.uni-goettingen.de/globalfood
RTG 1666 GlobalFood
Transformation of Global Agri-Food Systems:
Trends, Driving Forces, and Implications for Developing Countries
Georg-August-University of Göttingen
GlobalFood Discussion Papers
No. 25
Expectation Gaps and Halo-Effects in Organic Food Positioning:
Characteristics of Organic Food from a Consumer’s Point of View
Marie von Meyer-Höfer
Sina Nitzko
Achim Spiller
November 2013
RTG 1666 GlobalFood ⋅ Heinrich Düker Weg 12 ⋅ 37073 Göttingen ⋅ Germany
www.uni-goettingen.de/globalfood
ISSN (2192-3248)
Expectation Gaps and Halo-Effects in Organic Food Positioning:
Characteristics of Organic Food from a Consumer’s Point of View
Marie von Meyer-Höfer a, Sina Nitzko, Achim Spiller
Department of Agricultural Economics and Rural Development,
Marketing for Food and Agricultural Products,
Platz der Göttinger Sieben, 5,
37073 Göttingen,
Germany
a
corresponding author: Marie von Meyer-Höfer
E-Mail: marie.von-meyer@agr.uni-goettingen.de
Abstract: Despite the different levels of maturity of organic markets among the member states
of the European Union (EU), the European organic food market is continuously growing. In the
EU this production method is regulated according to the Council Regulation (EC) 834/2007 (EC
834/07). All products produced accordingly are labelled with the common European organic
label. The future success of organic agriculture as one sustainable solution of food production is
to a large extent dependent on its market success, thus the positioning of organic food is a crucial
topic for food policy and marketing. This paper analyses the data of an online survey done in
2011 with a total of 1,180 consumers from four European countries (Germany, United Kingdom,
Spain, and Czech Republic,) representing different stages of the current organic market
development across Europe. This...