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Wie beeinflussen die Namen von Fleischersatzprodukten die Akzeptanz der Verbraucher?

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  • Graf, Erika
  • Franz, Catharina
  • Rugbarth, Matthias
  • Schmidt, Leonard

Abstract

Fleischersatzprodukte sind auf dem Vormarsch. Wie beeinflusst die Namensgebung von Fleischersatzprodukten deren Akzeptanz? In einer quantitativen Omnibusbefragung werden sechs Produktnamen für Fleischersatzprodukte hinsichtlich der Kaufpräferenz bewertet. Die Befragten werden zu den von ihnen präferierten Produktnamen befragt. Dabei wird nach der Ernährungsform der Probanden unterschieden. Die Produktnamen differenzieren sich durch dieStärke der Assoziation zu Fleischprodukten. Darüber hinaus wurde getestet, inwiefern Verbraucher Bezeichnungen, die typischerweise mit fleischbeinhaltenden Produkten in Verbindung gebracht werden, für die Namensgebung bei Fleischersatzprodukten akzeptieren. Die Ergebnisse zeigen keine Präferenz der Produktnamen in Abhängigkeit der Ernährungsform der Probanden.Die Vermutung, dass Fleischersatzprodukte, die mit Fleischprodukten assoziiert werden, zu einer geringeren Akzeptanz bei fleischlosen Anhängern führen, konnte nicht bestätigt werden. Die Akzeptanz von Namenszusätzen wie z.B. 'Wurst' oder 'Schnitzel' war für alle Ernährungsformen gleichermaßen gegeben. Hinsichtlich des Geschlechtes lassen sich keine Unterschiede in der Präferenz feststellen. Dies bedeutet für die Praxis, dass bei der Namensgebung von Fleischersatzprodukten die Assoziation zu fleischhaltigen Produkten wenig Einfluss auf deren Akzeptanz hat.

Suggested Citation

  • Graf, Erika & Franz, Catharina & Rugbarth, Matthias & Schmidt, Leonard, 2021. "Wie beeinflussen die Namen von Fleischersatzprodukten die Akzeptanz der Verbraucher?," Working Paper Series 21, Frankfurt University of Applied Sciences, Faculty of Business and Law.
    • Handle: RePEc:zbw:fhfwps:21
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    1. Liad Weiss & Gita V. Johar, 2013. "Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 185-201.
    2. Hagen, Tobias & Saki, Siavash & Scheel-Kopeinig, Sabine, 2021. "start2park - determining, explaining and predicting cruising for parking," Working Paper Series 20, Frankfurt University of Applied Sciences, Faculty of Business and Law.
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    1. Hagen, Tobias & Hamann, Jonas & Saki, Siavash, 2022. "Discretization of urban areas using POI-based tesselation," Working Paper Series 23, Frankfurt University of Applied Sciences, Faculty of Business and Law.

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