Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/90620
Authors: 
von Meyer-Höfer, Marie
Nitzko, Sina
Spiller, Achim
Year of Publication: 
2013
Series/Report no.: 
GlobalFood Discussion Papers 25
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 paper focusses on which criteria consumers attach to organic food products and what attributes they expect of them. The risk that consumers might expect too much of organic food produced under EC 834/07 is identified. To overcome the observed expectation gap, some political as well as practical implications are proposed.
Subjects: 
organic food
positioning
expectation gap
halo-effect
JEL: 
Q01
Q13
Q18
Q19
Document Type: 
Working Paper

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.