期刊名称：Jahrbuch der Österreichischen Gesellschaft für Agrarökonomie
印刷版ISSN：1815-1027
出版年度：2016
卷号：26
页码：13-22
DOI：10.24989/OEGA.JB.26.3
出版社：Facultas
摘要：The market share of animal welfare meat in Germany is currently lessthan one percent. Thus, there is a stark contrast to the results of consumerstudies which estimated a market potential of about 20%. Reasonsfor this significant discrepancy can be seen inter alia in an inadequate positioning of the products in retail outlets. The results of several consumer studies indicate that the placement of animal welfare meat in service counters appears more promising than the placement in self-service counters or butcher’s shops. Therefore, this paper analyses the relevant factors for a successful marketing of animal welfare meat from butchers’ point of view. The results reveal that in addition to the factors “need for information” and “willingness to pay and consumer demand” the intensity of price competition and the management skills of the responsible butchers represent crucial success factors for the marketing of animal welfare meat.
关键词：animal welfare meat; butcher’s trade; linear regression
