IDEAS home Printed from https://ideas.repec.org/a/fan/ecaqec/vhtml10.3280-ecag2016-002005.html
   My bibliography  Save this article

Old vegetable varieties: attitude, consumption behaviour and knowledge of German consumers

Author

Listed:
  • Sarah Hemmerling
  • Achim Spiller

Abstract

Against the background of the increasing relevance of ethical and sustainability-oriented consumption motives, parsnip, mangold, Jerusalem artichoke and other vegetables are experiencing a renaissance in Germany. However, in spite of the increasing presence of old vegetable varieties (ovv) in German kitchens, cooking shows and recipe books, so far few scientific investigations have been made to analyse the consumption of ovv from a consumers? perspective. The present study provides first insights into the consumption of ovv with the aim to reveal market potentials in Germany in order to increase their utilisation and to support their preservation. By means of a standardised online survey, the study analysed the attitudes of 216 German consumers towards and knowledge about ovv. Three consumer segments could be identified from this analysis, one of which can be considered as a promising target group - the fanciers of old vegetable varieties - characterised by a positive attitude towards and a high familiarity with ovv. The implications for the marketing of ovv are discussed.

Suggested Citation

  • Sarah Hemmerling & Achim Spiller, 2016. "Old vegetable varieties: attitude, consumption behaviour and knowledge of German consumers," Economia agro-alimentare, FrancoAngeli Editore, vol. 18(2), pages 179-204.
  • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2016-002005
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57982&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Neeru Paharia & Anat Keinan & Jill Avery & Juliet B. Schor, 2011. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 775-790.
    2. Gilg, Andrew W. & Battershill, Martin, 1998. "Quality farm food in Europe: a possible alternative to the industrialised food market and to current agri-environmental policies: lessons from France," Food Policy, Elsevier, vol. 23(1), pages 25-40, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Josephine Lauterbach & Christina Bantle, 2022. "“For More Diversity, Better Taste and My Own Health” Exploring Organic Consumers’ Purchasing Motives for Heirloom Vegetable Varieties," Sustainability, MDPI, vol. 14(7), pages 1-16, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marie Diekmann & Ludwig Theuvsen, 2019. "Value structures determining community supported agriculture: insights from Germany," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(4), pages 733-746, December.
    2. Julie Guidry Moulard & Randle D. Raggio & Judith Anne Garretson Folse, 2021. "Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 96-118, January.
    3. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    4. Hamby, Anne & Kim, Hongmin & Spezzano, Francesca, 2024. "Sensational stories: The role of narrative characteristics in distinguishing real and fake news and predicting their spread," Journal of Business Research, Elsevier, vol. 170(C).
    5. Berendt, Johannes & Uhrich, Sebastian & Thompson, Scott A., 2018. "Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers," Journal of Business Research, Elsevier, vol. 88(C), pages 161-172.
    6. Paolo Antonetti & Ilaria Baghi, 2021. "How the sender’s positioning and the target’s CSR record influence the effectiveness of scapegoating crisis communications," Marketing Letters, Springer, vol. 32(4), pages 411-423, December.
    7. Kelly J. Hodgins & Evan D. G. Fraser, 2018. ""We are a business, not a social service agency." Barriers to widening access for low-income shoppers in alternative food market spaces," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 35(1), pages 149-162, March.
    8. repec:oup:jconrs:v:49:y:2023:i:5:p:762-785. is not listed on IDEAS
    9. Chang, Hui-Shung (Christie) & Griffith, Garry R., 2011. "Assessing buyers' requirements for fresh produce in the formal market sector of PNG," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 19, pages 1-12.
    10. Ángel Raúl Ruiz Pulpón & María del Carmen Cañizares Ruiz, 2022. "Intangible Heritage and Territorial Identity in the Multifunctional Agrarian Systems of Vineyards in Castilla-La Mancha (Spain)," Land, MDPI, vol. 11(2), pages 1-23, February.
    11. Kevin Lane Keller, 2023. "Looking forward, looking back: developing a narrative of the past, present and future of a brand," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 1-8, January.
    12. Teyi, Shelter Selorm & Larsen, Marcus M. & Namatovu, Rebecca, 2023. "Entrepreneurial identity and response strategies in the informal economy," Journal of Business Research, Elsevier, vol. 165(C).
    13. Kevin Lane Keller & J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2020. "Consumer Research Insights on Brands and Branding: A JCR Curation [Uniting the Tribes: Using Text for Marketing Insight]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 995-1001.
    14. Lie, Helene & Rich, Karl M. & Kurwijila, Lusato R. & Jervell, Anne M., 2012. "Improving Smallholder Livelihoods Through Local Value Chain Development: A Case Study of Goat Milk Yogurt in Tanzania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(3), pages 1-32, September.
    15. Isabel Bardají & Belén Iráizoz & Manuel Rapún, 2009. "Protected geographical indications and integration into the agribusiness system," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 198-214.
    16. Lucia Baldi & Danilo Bertoni & Giuseppina Migliore & Massimo Peri, 2019. "How alternative food networks work in a metropolitan area? An analysis of Solidarity Purchase Groups in Northern Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-21, December.
    17. Katia Laura Sidali & Pascual Yépez Morocho & Edgardo I. Garrido-Pérez, 2016. "Food Tourism in Indigenous Settings as a Strategy of Sustainable Development: The Case of Ilex guayusa Loes. in the Ecuadorian Amazon," Sustainability, MDPI, vol. 8(10), pages 1-17, September.
    18. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).
    19. Angeline G. A. Nariswari & Qimei Chen, 2016. "Siding with the underdog: is your customer voting effort a sweet deal for your competitors?," Marketing Letters, Springer, vol. 27(4), pages 701-713, December.
    20. Jenkins, Tim & Parrott, Nick, 1999. "The socio-economic potential for peripheral rural regions of regional imagery and quality products," 67th Seminar, October 28-30, 1999, LeMans, France 241040, European Association of Agricultural Economists.
    21. Yuliya Snihur & Llewellyn D. W. Thomas & Raghu Garud & Nelson Phillips, 2022. "Entrepreneurial Framing: A Literature Review and Future Research Directions," Entrepreneurship Theory and Practice, , vol. 46(3), pages 578-606, May.

    More about this item

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:ecaqec:v:html10.3280/ecag2016-002005. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=214 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.