Sarah Kühl, Aurelia Schütz and Gesa Busch
The use of multi-level labels can enhance product visibility by enabling labeling of various items. Moreover, it can better accommodate the diversity on both the producer and…
Abstract
Purpose
The use of multi-level labels can enhance product visibility by enabling labeling of various items. Moreover, it can better accommodate the diversity on both the producer and consumer sides. However, studies on the willingness to pay (WTP) for premium levels of those animal welfare labels are scarce.
Design/methodology/approach
We investigate consumers’ WTP for a four-level animal husbandry label introduced to the market by German retailers in 2019 by conducting an online survey with 1,223 German meat consumers using Van Westendorp’s price sensitivity meter (PSM).
Findings
There is a significant increase in WTP for level 3 of the husbandry label, but only a slight increase for level 4. One explanation is that consumers may have the mistaken belief that level 3 already includes outdoor access for animals. As a result of this expectation, consumers may not perceive much added value in level 4, which is reflected in their reluctance to pay a higher price. This is reinforced by the finding that once informed of the criteria, 18% of the participants reduced their WTP for level 3, whereas only 6% considered a discount for level 4. Furthermore, 40% were prepared to pay more for level 4 after being informed of the respective criteria than they had previously stated.
Originality/value
To the best of our knowledge, this study is the first to analyze and emphasize the importance of clear label communication, particularly for multi-level animal husbandry labels.
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Sarah Kühl, Gesa Busch and Matthias Gauly
Local origin of meat acts as a key quality indicator for consumers. How an ideal local meat production should look like is rather unknown. The purpose of this study is to…
Abstract
Purpose
Local origin of meat acts as a key quality indicator for consumers. How an ideal local meat production should look like is rather unknown. The purpose of this study is to comprehensively analyse how an ideal local beef production should be constituted.
Design/methodology/approach
432 consumers from a North Italian province (South Tyrol) were questioned online about their views regarding (local) beef production. 12 attributes, from calf rearing to transport times, were presented with different options. Participants selected the most ideal options from their perspective. Further, willingness to pay for local beef and for the ideally produced local beef as well as the importance of local production for different food categories were assessed.
Findings
The results are quite heterogeneous but show that local production is especially of importance for eggs, dairy products and beef. Traceability to the farms, daily access to a paddock and access to pasture during summer, silage-free feeding, low transport times and suckler cow husbandry are aspects that are mostly selected as ideal. A price premium of 35% for locally produced beef and up to 50% for this ideal production seems reasonable for most consumers.
Research limitations/implications
The study only includes South Tyrolean consumers and thus the validity is limited to this area. Although transferability to other regions can be assumed, future studies are necessary to confirm this assumption.
Originality/value
This is the first study analysing consumers expectations towards local beef production considering several production levels.
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Birgit Gassler, Qian Xiao, Sarah Kühl and Achim Spiller
The percentage of dairy cows managed in grazing systems in Northwest Europe is on the decline, even though pasturing is perceived favourably as enhancing the health and welfare of…
Abstract
Purpose
The percentage of dairy cows managed in grazing systems in Northwest Europe is on the decline, even though pasturing is perceived favourably as enhancing the health and welfare of dairy cows. With consumers turning away from intensively produced food, developing the pasture-raised milk market could encourage farmers to continue keeping their cows on pastures. To provide insights for expanding this specialty milk market, the purpose of this paper is to, therefore, investigate the roles of personal, product-related, economic and social factors in purchasing pasture-raised milk.
Design/methodology/approach
Drivers of pasture-raised milk purchases are identified and the conceptual model is tested using structural equation modelling with data from a cross-sectional study among 917 German milk consumers.
Findings
Perceived price and availability barriers are the main consumption obstacles for pasture-raised milk. Besides increasing availability and reducing price premiums, processors should cater health and dietary conscious consumers by providing pasture-raised milk with unique and favourable product qualities, i.e. focussing on freshness, a rich taste or naturalness. Raising awareness for extensive husbandry systems may enhance pasture-raised milk purchases, while introducing a unified pasturing claim could help consumers to distinguish pasture-raised milk from conventional barn milk.
Originality/value
This study provides dairies and marketers with valuable insight about the factors driving pasture-raised milk purchases. This information is derived from a large sample with extensive regional coverage and will thus be useful in expanding this specialty milk market and in maintaining extensive dairy production.
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Sarah Kühl, Lea Schlüterbusch and Achim Spiller
Agricultural-related food marketing claims are gaining in importance. The challenge for the industry is to claim real production characteristics while being in line with…
Abstract
Purpose
Agricultural-related food marketing claims are gaining in importance. The challenge for the industry is to claim real production characteristics while being in line with consumers’ expectations. Looking at the example of marketing pasture-raised milk year-round and the fact that cows only have access to pasture in summer, the purpose of this paper is to analyse consumer expectations, the potential of deception and the acceptance of more credible marketing strategies.
Design/methodology/approach
An online access panel was used for data collection. The data include 310 German milk buyers, who were grouped using cluster analysis to examine the different target groups for the year-round and seasonal marketing of pasture-raised milk.
Findings
The study distinguished two different consumer groups: one with lower expectations accepting year-round marketing (32.5 per cent) and the other with higher demands, who feel deceived by year-round marketing (46.7 per cent). Furthermore, one part of the last group is also sceptical towards the more precise seasonal marketing due to their general scepticism towards ag-related marketing claims.
Practical implications
To generate consumer trust in ag-related marketing claims, it is beneficial to meet consumers’ expectations. Producers have to decide if they orient their products to more modest or more critical consumer segments. While it is easier to implement lower standards, there is the risk to disappoint (and thereby lose) the most interesting target group of highly involved consumers characterised by some general doubts regarding food marketing claims.
Originality/value
The study is the first to demonstrate the existence of two consumer segments that differ in their expectations towards and acceptance of ag-related marketing claims for food products.
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Elisa Bayer, Gesa Busch, Achim Spiller and Sarah Kühl
The purpose of this study is to investigate consumers' attitudes towards alternative slaughter methods (ASMs). ASMs present more animal-friendly and stress-free slaughter…
Abstract
Purpose
The purpose of this study is to investigate consumers' attitudes towards alternative slaughter methods (ASMs). ASMs present more animal-friendly and stress-free slaughter practices. However, these practices are not yet widespread due to strict regulations, high labor efforts and costs. Therefore, the market for meat products from ASMs is still small, and less is known about consumers' awareness, assessment and willingness to pay (WTP) for these products.
Design/methodology/approach
This study aims to close the research gap using a standardized and representative online survey among 1,604 German participants. To identify target groups for these kinds of meat products, a factor and cluster analysis was conducted.
Findings
The results show that ASMs are not widely known among consumers. Overall, participants evaluated ASMs positively, but about 1/3 of the participants stated to also have concerns related more to hygiene than to animal welfare issues. The cluster analysis reveals two out of four clusters found that are interested in ASMs. These clusters are characterized by high trust in small butcheries and organic meat consumption.
Originality/value
The slaughtering sector has hardly been examined from an economic point of view in the animal welfare debate so far. This study identifies potential target groups for products originating from ASMs based on possible consumption drivers and barriers. Therewith, products from particular animal welfare friendly slaughter methods can be promoted purposefully to suitable target groups.
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Katie Lindekugel and Naja Ferjan Ramírez
Although studies have shown that electronic media exposure can negatively affect infants’ and young children’s language development, exposure to these forms of media is increasing…
Abstract
Although studies have shown that electronic media exposure can negatively affect infants’ and young children’s language development, exposure to these forms of media is increasing in North America. To better understand the types of electronic media exposure and their potential effects, we utilized naturalistic daylong recordings collected in the homes of bilingual Spanish–English infants of Latinx descent (n = 37). The present study examines contextual aspects of electronic media exposure, and the effects of electronic media on two types of parent–infant social interactions associated with child language development: parentese (a style of infant-directed speech distinguished by its higher pitch, slower tempo, and exaggerated intonation) and parent–infant turn-taking. Using Language ENvironment Analysis (LENA), two daylong audio recordings were collected from each family. These recordings were manually annotated for electronic media type, directedness, language, parental support, parentese, and turn-taking. Our results showed that the infants in our study experienced exposure to many different forms of electronic media, in both English and Spanish, and that the programming was predominantly adult-directed rather than child-directed. While both parentese and turn-taking were reduced in the presence of electronic media, the strength of these effects was modulated by electronic media sources, demonstrating that various devices differentially affect parental language input. These results provide a glimpse into what types of media young bilingual Spanish–English learning infants are experiencing and can help researchers design language interventions that are inclusive and relevant for families from these populations.
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Paint people marry Two well‐known figures in the paint industry have married. They are Alan Birrell, sales director of Signpost Paints, and Sarah Hearn, director of United Paint…
Stephen Hay, Wendi Beamish and Mark Tyler
Political, historical and socio-demographic conditions in Australia have shaped the implementation of inclusive education and backgrounded current responses to Sustainable…
Abstract
Political, historical and socio-demographic conditions in Australia have shaped the implementation of inclusive education and backgrounded current responses to Sustainable Development Goal 4 of the Education 2030 Agenda. The analysis presented in this chapter highlights Australia's patchy endeavours to provide inclusive and equitable programmes at all levels of education and vocational training, particularly in relation to diverse learners and those with Indigenous backgrounds. Findings point to the need for Australian federal and state governments to collaborate, legislatively and financially, to better support policy enactment around the Education 2030 Agenda in partnerships with stakeholders at national, state and local levels.
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Gemma Lewis, Stuart Crispin, Laurie Bonney, Megan Woods, Jiangang Fei, Sarah Ayala and Morgan Miles
The purpose of this paper is to explore how traditional agribusiness firms can differentiate their product through innovation and branding at the value chain level, through the…
Abstract
Purpose
The purpose of this paper is to explore how traditional agribusiness firms can differentiate their product through innovation and branding at the value chain level, through the application of entrepreneurial marketing (EM). Traditionally, fresh vegetable products have been marketed as unbranded commodities.
Design/methodology/approach
To address the research aim, this paper used a case study, which included semi-structured interviews with managers and personnel and unstructured observation of supply chain processes.
Findings
The findings are based on a Tasmanian fresh broccoli value chain and suggest that EM could be effectively integrated at a multi-firm level. Clear communication, knowledge sharing, and trusting relationships are necessary to create a shared vision and a sustainable value chain.
Research limitations/implications
An increasing number of firms in the agribusiness sector are looking for strategies that can enhance value for themselves and members of their chain. EM as a strategy can help an entire value chain achieve product differentiation and co-innovation, with flow on benefits to the consumer.
Originality/value
There is limited research at the entrepreneurial and marketing interface that explores the application of EM at an inter-organizational level. This paper is one of the first to investigate EM in context of a supply chain management, using a value chain innovation framework.
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Phillip Neumann and Birgit Lütje-Klose
Inclusive education is about creating beneficial environments for all students (Booth & Ainscow, 2011). Within Germany, the role of special education within inclusive schools has…
Abstract
Inclusive education is about creating beneficial environments for all students (Booth & Ainscow, 2011). Within Germany, the role of special education within inclusive schools has been widely discussed (Powell et al., 2016). Educators worldwide consider collaborative teaching between special educators and general educators to be a fundamental precondition for inclusive education (Hoppey & McLeskey, 2014).
The history of the German school system, however, is characterized by a rigorous division of special and regular schools that is reflective of broad divisions in teacher education. Since the ratification of the Convention on the Rights of Persons with Disabilities (CRPD) in Germany in 2009, more students with special educational needs, as well as special educators, have begun to attend and work in inclusive schools. While cooperation between general and special educators is a key to the development of inclusive schools, many teachers report that responsibilities are divided between special and general teachers, while various challenges exist regarding cooperation (Urban & Lütje-Klose, 2014). Nevertheless, dysfunctional cooperation can foster mechanisms of separation and exclusion even in “inclusive” settings (Idel et al., 2019).
The present chapter offers a reflection on the different roles of special educators and the current state of research on interdisciplinary and multiprofessional cooperation in inclusive schools in Germany. It also provides a discussion of relevant implications for the development of inclusive schools and teacher training.