Low-altitude aerial photography for optimum N fertilization of winter wheat on the North China Plain

Previous research has shown that site-specific nitrogen (N) fertilizer recommendations based on an assessment of a soil’s N supply (mineral N testing) and the crop’s N status (sap nitrate analysis) can help to decrease excessive N inputs for winter wheat on the North China Plain. However, the costs to derive such recommendations based on multiple sampling of a single field hamper the use of this approach at the on-farm level. In this study low-altitude aerial true-color photographs were used to examine the relationship between image-derived reflectance values and soil–plant data in an on-station experiment. Treatments comprised a conventional N treatment (typical farmers’ practice), an optimum N treatment (N application based on soil–plant testing) and six treatments without N (one to six cropping seasons without any N fertilizer input). Normalized intensities of the red, green and blue color bands on the photographs were highly correlated with total N concentrations, SPAD readings and stem sap nitrate of winter wheat. The results indicate the potential of aerial photography to determine in combination with on site soil–plant testing the optimum N fertilizer rate for larger fields and to thereby decrease the costs for N need assessments.

Information needs for a purchase of fairtrade coffee

This research investigates what information German Fairtrade coffee consumers search for during pre-purchase information seeking and to what extent information is retrieved. Furthermore, the sequence of the information search as well as the degree of cognitive involvement is highlighted. The role of labeling, the importance of additional ethical information and its quality in terms of concreteness as well as the importance of product price and organic origin are addressed. A set of information relevant to Fairtrade consumers was tested by means of the Information Display Matrix (IDM) method with 389 Fairtrade consumers. Results show that prior to purchase, information on product packages plays an important role and is retrieved rather extensively, but search strategies that reduce the information processing effort are applied as well. Furthermore, general information is preferred over specific information. Results of two regression analyses indicate that purchase decisions are related to search behavior variables rather than to socio-demographic variables and purchase motives. In order to match product information with consumers’ needs, marketers should offer information that is reduced to the central aspects of Fairtrade.