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Das EU-Bio-Logo: Seine Wirkung nach fünf Jahren Marktpräsenz

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  • Herm, Steffen
  • Möller, Jana

Abstract

Das 2001 eingeführte nationale Bio-Siegel darf seit Juli 2012 nur noch zusammen mit dem im Jahr 2010 eingeführten EU-Bio-Logo verwendet werden. Drei Jahre später nutzen noch 4.486 Unternehmen auf 70.393 Produkten das nationale BioSiegel. Mit Hilfe einer experimentellen Studie im Bereich Babynahrung widmet sich der vorliegende Beitrag der Frage, ob in Zukunft auf eine parallele Nutzung verzichtet werden kann. Die Studie mit zwei unterschiedlich starken Marken zeigt, dass das nationale Bio-Siegel hinsichtlich Vertrauen und Kaufabsicht noch immer deutlich wirkungsvoller als das EU-Bio-Logo ist. Sogar ein fiktives Siegel schneidet besser ab als das EU-Bio-Logo.

Suggested Citation

  • Herm, Steffen & Möller, Jana, 2016. "Das EU-Bio-Logo: Seine Wirkung nach fünf Jahren Marktpräsenz," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 66-78.
    • Handle: RePEc:zbw:afmpwm:261115
    DOI: 10.15459/95451.5
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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