Journal article
Consumers' relation to agro-biodiversity - principles for target group specific communication



Publication Details
Authors:
Hamm, U.; Bantle, C.
Publisher:
BUNDESMINISTERIUM ERNAHRUNG LANDWIRTSCHAFT
Publication year:
2014
Journal:
Berichte über Landwirtschaft - Zeitschrift für Agrarpolitik und Landwirtschaft
Pages range:
1-24
Volume number:
92
Issue number:
3
Number of pages:
24
ISSN:
2196-5099

Abstract
Many object to the consumption of rare plant varieties or endangered species more than any-thing else because they perceive this as counterproductive to the conservation of these varieties and species. Regarding the content of this issue, the regional origin of products, their taste, and responsibility were identified as appropriate aspects for communication targeting consumers. The results help draw up recommendations: language and content of communication used should be adapted to consumer knowledge and attitudes. In order to increase public awareness for agro-biodiversity, attention should be paid to choosing appropriate communication channels and media. Improving the political framework can contribute further to an improved awareness for agro-biodiversity.


Authors/Editors

Last updated on 2019-24-07 at 08:55