Die Agrar- und Ernährungswirtschaft in der Öffentlichkeit (English shop)

Herausforderungen und Chancen für die Marketing-Kommunikation

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Criticism of the agri-food industry is not a new phenomenon. However, an intensification of the debate on food and nutrition can currently be observed.

It is largely undisputed that the dispute over the future of the agri-food industry is essentially a conflict between a “modern” agricultural production oriented towards increasing volumes and reducing costs on the one hand, and a number of countermovements on the other. The latter are less clearly characterised. Organic farming can be regarded as their central point of reference. In a broader sense, however, regional marketing, direct marketing, GMO-free production, animal welfare programmes and similar marketing approaches are also an expression of the unease felt by part of society regarding the development path of the “Green Revolution”.

This dissertation seeks to analyse the overall conflict outlined above from various perspectives. To this end, it addresses the current demands that society places on the agri-food industry from both a theoretical and an empirical standpoint. The focus of the work lies on the perception of the sector and its products by the traditional and new media as well as by consumers. The evaluation of consumer attitudes is carried out primarily using the example of meat production.

The aim of the work is to examine the tension between market requirements and societal expectations and, on the basis of the results obtained, to provide the sector with recommendations for targeted marketing communication.