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Bio, vegan – oder was? – Nachhaltiger «Fleisch»- und «Wurst»-Konsum als Aufgabe der Kommunikations-, Produkt- und Sortimentspolitik des Lebensmitteleinzelhandels – Fallstudie am Beispiel EDEKA Südwest

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  • Breyer-Mayländer, Thomas
  • Zerres, Christopher

Abstract

EDEKA Südwest steht vor der Herausforderung, die divergierende Nachfrage unterschiedlicher Kundengruppen nach Produkten der nachhaltigen Fleischwirtschaft (Tierwohl, Bio, vegi, vegan, hybrid) zu antizipieren. Es gilt, die Produkt- und Sortimentspolitik und damit die eigenen Produktionsbetriebe sowie die Lieferketten danach auszurichten. Die Kommunikation der eigenständigen Tierwohl- massnahmen benötigt den Dialog mit der für den Trend zur Nachhaltigkeit wichtigen jüngeren Kundschaft, um die Stärken der eigenen Produkte, Sortimente, Labels und Siegel zu kommunizieren.

Suggested Citation

  • Breyer-Mayländer, Thomas & Zerres, Christopher, 2023. "Bio, vegan – oder was? – Nachhaltiger «Fleisch»- und «Wurst»-Konsum als Aufgabe der Kommunikations-, Produkt- und Sortimentspolitik des Lebensmitteleinzelhandels – Fallstudie am Beispiel EDEKA Südwest," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(2), pages 28-35.
    • Handle: RePEc:zbw:hsgmrs:283917
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    2. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
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