Institute of

MA Market Analysis

Consumer Research

Antibiotics in animal husbandry, excessive logging of forests, overfishing of the seas – the current state of agriculture, forestry and fisheries has often been criticized. Many people reject modern production systems to some extent, and demand stricter regulations for producers. Yet, by far not everybody adapts personal consumption habits to own expectations. How should policymakers and the private sector deal with this situation?

A large part of society values natural landscapes and takes a critical stance towards the modern production systems of agriculture, forestry and fisheries. However, some consumers effectively support those practices they reject through price-oriented consumption decisions. We empirically investigate the discrepancy between social attitudes and consumer behaviour.

We analyse perceptions and preferences of different social groups concerning production processes and products. Moreover, we study the acceptance of innovative products and new technologies. In this context, we capture conscious and unconscious influencing factors to achieve a better understanding of the interaction between values, attitudes, and social patterns of behaviour.

Related to these topics, we develop answers to important research questions:

What do people expect from different production processes of agriculture, forestry and fisheries?
Which trade-offs do consumers face at the counter?
In which way do citizens and consumers like to be informed about food and non-food products?
Which obstacles hinder consumers to adapt their consumption behaviour according to their attitudes? And what motivates them to do so?
Which recommendations for the future orientation of research, economy and policy result from these analyses?

Projects "Consumer Research"

Ongoing projects

Accompanying research on the organization of deforestation-free supply chains

How can be ensured that the production of agricultural commodities is not linked to further deforestation? We analyze how deforestation-free supply chains are perceived by different market participants and how they can be actively shaped by policy.

Eat climate friendly

Although there is already a lot of information available for consumers on how to shape climate-friendly eating behaviour, practice shows that this is still implemented too little or too seldom. Within the framework of the sub-project "Climate-friendly eating" of the superordinate research project "ENKL", it is to be analysed which challenges and difficulties different consumer groups face when it comes to implementing climate-friendly dietary habits. In addition, solution strategies will be developed and, if necessary, new means of communication.

Sustainability assessment of plant-based diets

In Germany, and also worldwide, there is an increased interest in plant-based diets. The sustainability of these plant-based diets, as compared to omnivore diets, is being investigated within the subproject “sustainability analysis” of the COPLANT project (Cohort-Study on Plant-based Diets).

Finished projects

Biodegradable biobased plastics - Recommendations for appropriate use (BBKH)

Biodegradable biobased plastics (BBK) are often seen as a solution for the pollution of the environment with plastic waste. But where does substitution of conventional by BBK plastics make sense? The institutes for agricultural technology and market analysis are investigating this question.

Carbon Farming and climate labeling

Agricultural land possesses great potential to contribute to climate change mitigation by retaining CO2. However, little research has been done on societal expectations and marketing opportunities for carbon farming and climate labels.

CO2 footprints in the food chain (preliminary project)

The KlimaLabel preliminary project serves to prepare a main project that aims to develop robust data bases and methods for determining the carbon footprint of food in Germany and to develop recommendations for its use for a respective label.

Focus on School Milk

Less and less pupils consume school milk - although school milk products are subsidized. Is the image of milk deterrent? Do not people know about its importance to health or do they disagree? Or is school milk still too expensive? The project "Focus on School Milk" analyses school milk along the supply chain, from the dairy industry to the pupil. The Thünen-Institut of Market Analysis explores, in cooperation with the Max Rubner-Institut reason for the decline in demand and provides advice to improve te system.

Perspectives of German animal welfare meat on export markets

Animal husbandry is increasingly criticized in Germany and voices become louder to adjust legal requirements for animal husbandry in order to improve farm animal welfare. Higher legal requirements for animal welfare would imply higher production costs with the consequence of loss of international competitiveness of German meat producers.Code of Practice for organic food processing

Scenarios of the Bio Economy 2050 - Potentials, trade-offs, solution strategies

The transition of our present petrol-based to a more sustainable bio-based economy requires broad societal acceptance. For the successful implementation of the bio economy strategy potential trade-offs have to be identified in advance, and solution strategies for stakeholders and the civil society have to be developed.

SocialLab

Actually, almost no day passes without new critical headlines concerning animal husbandry. It seems that animal husbandry does no longer match consumers’ expectations or societal needs. But what are these expectations and needs? And what about the farmers? How do they feel if they are put under general suspicion torturing their animals?

SocialLab II

Hardly a day goes by without critical reports about agricultural livestock farming. This often happens emotionally, not infrequently outraged. For example, the more lurid an article is, the more likely it is that the culprit will be presented: sometimes it is the consumer who too often buys the cheapest meat, sometimes it is the farmer who is also generally equated with all the “black sheep” in his industry. Or it affects retailers who abuse their market power. Even if the points of criticism of the current situation are very different: only a few are satisfied with the current situation. ...

Societal expectations towards ecological dairy cattle husbandry

While husbandry of pigs and poultry is discussed frequently dairy cattle husbandry seems to be of less importance. But does this really mean that the society is not interested in it? Or does it mean that they agree to it or do they even have no perception about it?

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