Attitudes and behaviour towards food attributes and organic food – a triangular methodological investigation of occasional organic consumers

Organic food is increasingly available in the conventional food retail, where organic products are offered alongside with various other types of products and compete mainly with conventional and the so-called conventional-plus products. The latter are conventional products displaying particular quality attributes on the product packaging, such as ‘no artificial additives’, or ‘from animal welfare husbandry’. Often, these quality attributes also apply to organic products. Occasional organic consumers might prefer such conventional-plus alternatives that are perceived to be ‘between’ organic and conventional products. The overall objective of this PhD thesis was to provide information about the segment of occasional organic consumers. In particular, the thesis focussed on consumer perceptions and attitudes towards the quality of, and preferences for, organic, conventional and conventional-plus products in two countries: Germany and Switzerland. To achieve these objectives, qualitative and quantitative consumer research was combined in order to explore occasional organic consumers’ perceptions and attitudes as well as to observe their preferences and buying behaviour regarding different types of food products: organic, conventional and conventional-plus products. The qualitative research showed that, depending on single criteria, organic production was both positively as well as negatively assessed by consumers. Consumer perception of organic food was found to be highly selective and primarily focussed on the final stage of the particular production process. A major problem is that consumers are still mostly unfamiliar with factors associated with organic production, have a lack of confidence, and often confuse organic with conventional products. Besides this, consumer expectations of organic products are different from the expectations of conventional products. The quantitative research revealed that attitudes strongly determine consumers’ preferences for organic, conventional and conventional-plus products. Consumer attitudes tended to differ more between organic and conventional choices rather than conventional-plus and conventional choices. Furthermore, occasional organic consumers are heterogeneous in their preferences. They can be grouped into two segments: the consumers in one segment were less price sensitive and preferred organic products. The consumers in the other segment were more price sensitive and rather preferred conventional-plus or conventional products. To conclude, given the selective and subjective nature of consumer perception and the strong focus of consumer perception on the final stage of the food production process, specific additional values of organic farming should be communicated in clear and catchy messages. At the same time, these messages should be particularly focussed on the final stage of organic food production. The communication of specific added values in relation with organic products to improve the perceived price-performance-ratio is important since conventional-plus products represent an interesting alternative particularly for price sensitive occasional organic consumers. Besides this, it is important to strengthen affirmative consumer attitudes towards organic production. Therefore, policy support should emphasise on long-term communication campaigns and education programmes to increase the consumer awareness and knowledge of organic food and farming. Since consumers expect that organic food is regionally or at least domestically produced while they less accept organic imports, policy support of domestic and regional producers is a crucial measure to fill the current gap between the increasing consumer demand of organic food and the stagnation of the domestic and regional organic food supply.

Effects of activated charcoal and quebracho tannins on the turnover of goat manure in irrigated organic agriculture of the subtropics

Agriculture in semi-arid and arid regions is constantly gaining importance for the security of the nutrition of humankind because of the rapid population growth. At the same time, especially these regions are more and more endangered by soil degradation, limited resources and extreme climatic conditions. One way to retain soil fertility under these conditions in the long run is to increase the soil organic matter. Thus, a two-year field experiment was conducted to test the efficiency of activated charcoal and quebracho tannin extract as stabilizers of soil organic matter on a sandy soil low in nutrients in Northern Oman. Both activated charcoal and quebracho tannin extract were either fed to goats and after defecation applied to the soil or directly applied to the soil in combination with dried goat manure. Regardless of the application method, both additives reduced decomposition of soil-applied organic matter and thus stabilized and increased soil organic carbon. The nutrient release from goat manure was altered by the application of activated charcoal and quebracho tannin extract as well, however, nutrient release was not always slowed down. While activated charcoal fed to goats, was more effective in stabilising soil organic matter and in reducing nutrient release than mixing it, for quebracho tannin extract the opposite was the case. Moreover, the efficiency of the additives was influenced by the cultivated crop (sweet corn and radish), leading to unexplained interactions. The reduced nutrient release caused by the stabilization of the organic matter might be the reason for the reduced yields for sweet corn caused by the application of manure amended with activated charcoal and quebracho tannin extract. Radish, on the other hand, was only inhibited by the presence of quebracho tannin extract but not by activated charcoal. This might be caused by a possible allelopathic effect of tannins on crops. To understand the mechanisms behind the changes in manure, in the soil, in the mineralisation and the plant development and to resolve detrimental effects, further research as recommended in this dissertation is necessary. Particularly in developing countries poor in resources and capital, feeding charcoal or tannins to animals and using their faeces as manure may be promising to increase soil fertility, sequester carbon and reduce nutrient losses, when yield reductions can be resolved.