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The effects of health claims on consumer buying behavior: Differences between organic food than conventional food
Project
Project code: 2806OE120
Contract period: 16.04.2007
- 12.12.2008
Budget: 58,206 Euro
Purpose of research: Applied research
An increasing importance of health 'as a buying motive of consumers of food is for conventional products proven again and again predicted for the future. So far was for the advertising of health claims for foods, but a legal uncertainty, disease-related statements were even banned. If the so-called Health Claims Regulation of the EU in the future such statements are allowed and regulated EU-wide uniform, expect a further increase in application of conventional foods with health claims. This would organic foods, which are by nature of much of the population ' be healthier considered 'potentially increasing competition grow. It can be assumed, that will take in response to this development and providers of organic food a use of health claims on product packaging into consideration. This gives rise to the question of how consumers response of organic food, for 'health reasons' the most important buying motives are, to a range of organic foods with health claims. It is unclear whether health claims have on eco-products have an influence on the purchase probability, whether so labeled products in greater or lesser extent be bought and how eco-consumers differ in terms of their purchasing behavior and its assessment of such products. In particular, unexplored, whether health claims can help the to strengthen the overall positive health image of organic food and supplement, or whether a contradiction between the ecological product property and the assessment of health claims is seen.
Section overview
Subjects
- Agroeconomics
Framework programme
Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
