Ausrichtung der Marketingstrategien deutscher Bio-Handels und -Herstellerunternehmen auf die LOHAS-Zielgruppe.
- Publication Type
- Contribution to conference
- Authors
- Kuhl, I. R. und Niessen, J.
- Year of publication
- 2009
- Published in
- Werte - Wege - Wirkungen: Biolandbau im Spannungsfeld zwischen Ernährungssicherung, Markt und Klimawandel
- Editor
- Mayer, J.; Alföldi, T.; Leiber, F. et al.
- Pubisher
- Dr. Köster , Berlin
- Series/labeling
- Beiträge zur 10. Wissenschaftstagung Ökologischer Landbau
- Page (from - to)
- 346-347
- Conference name
- 10. Wissenschaftstagung Ökologischer Landbau
- Conference location
- Zürich
- Conference date
- 11.-13. Februar 2009
- Keywords
- Bio-Lebensmittel, Bio-Lebensmittel, LOHAS (lifestyle of health and sustainability), Marketing
Summary
LOHAS (Lifestyle of Health and Sustainability) is a spreading trend in industrialized countries. Organic food attracts LOHAS-consumers, if it offers additional values concerning authenticity, design and convenience. Previous studies deal with consumers behind the LOHAS-acronym. The present study focuses on food companies. It aims to identify potentially successful marketing strategies for organic food with regard to the new target group of LOHAS-consumers. The results of 16 guided interviews with marketing experts of the organic and conventional food industry provide an overview of currently practiced marketing strategies. Suitable marketing strategies are identified by a comparison of LOHAS-expectations from a literature review with the analyzed information of the interviews.