Orchard meadows: consumer perception and communication of a traditional agroforestry system in Germany.

Europe has a large variety of historic cultural agroforestry systems which provide numerous ecosystem services. Traditional agroforestry landscapes are characterized by a high level of biodiversity, but they lack an economic basis due to considerable time and financial effort required for cultivation, maintenance, and harvesting. Orchard meadows (OM) are a typical example for agroforestry systems. They combine large fruit trees with undercropping or livestock raising. This study investigates consumer knowledge and preferences for OM products and the possibilities of improved communication to increase consumer demand. Focus groups were conducted with German consumers. The results demonstrate that consumers have a very positive perception of OM juice in terms of taste, local production, health, and environmental benefits. In order to increase the demand for OM juice, communication with consumers needs to be improved by highlighting these positive attributes.

Booming the bugs: How can marketing help increase consumer acceptance of insect-based food in Western countries?

Edible insects could be a promising answer to the question of how to feed a growing human population with a healthier and more sustainable source of protein. Despite the increasing interest in entomophagy in food science and industry, however, consumer acceptance for insect-based food products remains low in Western countries. This systematic review provides a comprehensive and timely overview of studies relevant for researchers, practitioners and other stakeholders involved in the marketing of these products. Reviewing data from 45 selected studies, we focus on marketing measures tested for their influence on Western consumers' preference, acceptance, willingness to try, eat and/or buy insect-based food products. Organising the findings according to the 4Ps of the marketing mix framework, five main ways of enhancing the appeal and acceptance of insect-based food products are discussed: 1) developing product attributes that align with the specific preferences of target consumers; 2) a more subtle labelling of the presence of insects; 3) using value-added or competition-based pricing strategies; 4) making products consistently available in the marketplace; and 5) promoting products more effectively through advertising, tasting activities, and social influence. The heterogeneity we find among the studies, whether due to differences in the products researched, in sampling countries, or in data-collection methods, indicates key research gaps for future studies to address.

Consumer Perspectives on Processing Technologies for Organic Food.

Over the last years, consumer demand for natural and healthy convenient food has increased, and with it the demand for organic convenience food. With convenience food, the processing level increases, which consumers are sceptical of. This holds especially for organic consumers who prefer natural, healthy, and sustainable food products. In the literature, consumer preferences are investigated for processed conventional food, but rarely for organic products. Therefore, this study investigates consumers' knowledge, expectations, and attitudes towards selected processing technologies for organic food. Nine focus groups with 84 organic consumers were conducted, discussing preservation technologies of organic milk and orange juice. Results showed that participants had little knowledge about processing technologies but were interested in their benefits. Organic processing technologies should include fewer processing steps, low environmental impact, while keeping the product as natural as possible. Since consumers want to know benefits but not details of processing, asking consumers for their specific preferences when developing new processing technologies remains challenging. This paper shows how consumers' benefit and risk perception including their want for naturalness, and scepticism for new technologies shape their evaluation of (organic) food processing technologies. Two consumer groups with different attitudes towards processing could be identified: 'organic traditionalists' and 'organic pragmatics'.

Insights into German Consumers' Perceptions of Virtual Fencing in Grassland-Based Beef and Dairy Systems: Recommendations for Communication.

The share of cattle grazing on grassland is decreasing in many European countries. While the production costs of intensive stall-based beef and dairy systems are usually lower per kg product, grazing-based systems provide more ecosystem services that are valued by consumers. Innovative grazing systems that apply virtual fencing technology can improve animal welfare, optimize grassland use as pasture, and contribute to biodiversity conservation. Although consumer demand for pasture-raised products could promote animal-friendly practices, consumer perception of virtual fencing remains unknown. To address this gap in research, this study developed information brochures with different lines of argumentation and tested the responses of German consumers using concurrent think aloud protocols. The results demonstrated ambivalence in consumers' attitudes to virtual fencing. The participants supported the idea of cattle pasturing to promote animal welfare and foster biodiversity declaring a willingness to contribute not only by paying price premiums for pasture-raised products but also through seeking other possibilities of action and participation. However, participants raised concerns about the effects on animal welfare and the social ramifications of the technology. The study offers recommendations for addressing these issues in communication and further contributes to the understanding of consumers' perceptions of innovation in animal production.

Promising ethical arguments for product differentiation in the organic food sector. A mixed methods research approach.

Ethical consumerism is a growing trend worldwide. Ethical consumers' expectations are increasing and neither the Fairtrade nor the organic farming concept covers all the ethical concerns of consumers. Against this background the aim of this research is to elicit consumers' preferences regarding organic food with additional ethical attributes and their relevance at the market place. A mixed methods research approach was applied by combining an Information Display Matrix, Focus Group Discussions and Choice Experiments in five European countries. According to the results of the Information Display Matrix, 'higher animal welfare', 'local production' and 'fair producer prices' were preferred in all countries. These three attributes were discussed with Focus Groups in depth, using rather emotive ways of labelling. While the ranking of the attributes was the same, the emotive way of communicating these attributes was, for the most part, disliked by participants. The same attributes were then used in Choice Experiments, but with completely revised communication arguments. According to the results of the Focus Groups, the arguments were presented in a factual manner, using short and concise statements. In this research step, consumers in all countries except Austria gave priority to 'local production'. 'Higher animal welfare' and 'fair producer prices' turned out to be relevant for buying decisions only in Germany and Switzerland. According to our results, there is substantial potential for product differentiation in the organic sector through making use of production standards that exceed existing minimum regulations. The combination of different research methods in a mixed methods approach proved to be very helpful. The results of earlier research steps provided the basis from which to learn - findings could be applied in subsequent steps, and used to adjust and deepen the research design.