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Information System for Agriculture and Food Research

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Values, attitudes and preferences of young adults regarding organic farming and organic products (JuBio)

Project


Project code: 2815OE001
Contract period: 01.08.2017 - 31.07.2019
Purpose of research: Inventory & Assessment

Even if the market of organic food follows an increasing trend the market share is only at 4.7% of all food expenditures. In order to increase the organic market shares different measures should be taken. One of these measures is to specifically address young adults. Thus, the main question this project aims to answer is how to motivate young adults to increase their demand for organic food. Decisions on food consumption are based on preferences which are rooted in values and attitudes. Accordingly, this project will elicit values, attitudes and preferences of young adults for organic food. Emphasis will also be laid on preferences for organic food from domestic production. Based on the outcome of the research, recommendations will be developed on how to increase organic consumption in this target group.

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Subjects

  • Market Analysis/Marketing Strategy
  • Communication Sciences
  • Nutritional behaviour
  • Organic Farming
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