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Perceptions of German consumers regarding methods for fortifying foods with iodine (Abstract)
(2022)
Dieses Kapitel behandelt Marktforschungsansätze zur Wirkungsanalyse unternehmerischer Nachhaltigkeitshandlungen auf Endverbrauchermärkten. Ziel ist ein Überblick über Methoden, die aufgrund moderater Budgetvoraussetzungen in KMU und der angewandten Wissenschaft eingesetzt werden können. Dabei werden Herausforderungen der Messung ökologischer, sozialer und ethischer Kaufeigenschaften besonders berücksichtigt.
Iron deficiency is a global issue and can lead to a variety of clinical pictures. The biofor-tification of vegetables with iron could complement the existing portfolio of iron-rich products, thus improving iron supply in the long term. In order to determine whether the iron-biofortified vegetables could meet this demand and would address appropriate target groups, a quantitative online survey was conducted in Germany. Based on 1000 consumer responses, a cluster analysis was performed. The results showed a four-cluster solution. The first cluster was holistically engaged, the second was fitness-affine but health unconcerned, the third cluster consists frugal eaters with a focus on medical prevention, and the fourth cluster are hedonists. No cluster focused its consumption on iron-enriched products, but instead all developed an individual mix of the three product groups.
Using eye-tracking, this study investigates fixation duration of students viewing pictures of pigs, which systematically vary in the facial expression of the pig and in the barn setting. The aim of this study is to analyze which picture elements are viewed and for how long, as well as how fixation times vary with a change of the expression of the pig and the barn type. The results show clear effects of picture composition: pig expression and pen type affect fixation durations of different areas of interest with the influence of the pig being considerably larger. Face regions are viewed longer in the “happy” pig, while floor/bedding and the eyes are viewed longer in pictures showing the “unhappy” pig which might be a hint for infor-mation search. The power of facial expressions, also for the depiction of farm animals, is a new finding of this paper, which might be of importance when select-ing agricultural pictures for different purposes.