Acceptance of organic beef from solidarity farming with on-site slaughtering
Some holisticly sustainable solidarity-based farming models include the keeping of cattle as well as the marketing of organic beef slaughtered on the farm. However, low acceptance threatens the success of these models.
Factsheet
- Lead school Business School
- Additional schools School of Health Professions
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Institute
Nutrition and Dietetics
Institute for Marketing & Global Management - Research unit Marketing
- Strategic thematic field Thematic field "Sustainable Development"
- Funding organisation Innosuisse
- Duration (planned) 06.07.2023 - 06.06.2024
- Project management Prof. Dr. Sven Feurer
- Head of project Prof. Dr. Sven Feurer
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Project staff
Prof. Dr. Sven Feurer
Sonja Schönberg
Situation
Meat production is at the center of political and public discourse and innovative and sustainable solutions are increasingly in demand. In the canton of Bern, a solidarity-based farm's aim is to produce and consume beef in an ecologically, economically, health-wise, animal-ethically and socially holistically sustainable way. This model includes the slaughtering of cattle on-site rather than in external slaughtering businesses. However, demand for this meat is low among members, calling into question the success of the overall model. In this research project, we investigate drivers and barriers of acceptance of organic beef from solidarity-based farming with on-site slaughtering of the animals.
Course of action
In a survey study using a representative sample we assess the relationships between identified drivers/barriers and customer/member acceptance.
Result
The results of the study support the participating solidarity-based farm in the further development of their offer and provide valuable insights into the acceptance by potential customers.
