Can Bio-labels help companies to gain competitive advantage in the organic food market in Germany?

Topolansky Barbe, F, Wolfhard, F and Gonzalez Triay, M (2018) Can Bio-labels help companies to gain competitive advantage in the organic food market in Germany? International Journal of Academic Research in Business and Social Sciences, 8 (8). pp. 264-278. ISSN 2222-6990

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Abstract

Consumers’ attitudes towards food underwent large changes in Germany. This has resulted in an increase of demand for organic food. However, some analysts claim that the organic food market in Germany might be maturing. Within this context, this paper has two main objectives: first, to explore the attitude of German consumers towards organic food and bio-labels; and second to identify potential areas for improvement to help organic food companies to become more competitive. This study used a quantitative research approach. 627 German consumers completed the survey. The results of this study indicate that there is potential for the organic food market to carry on growing. Findings have also revealed that a large percentage of participants do not trust some bio-labels. Trust and brand recognition are the most important factors that have helped Bioland and Demeter to develop a competitive advantage against other labels.

Item Type: Article
Keywords: competitiveness, organic food, bio-labels, Germany, quantitative research approach
Divisions: Agriculture, Food and Environment
Depositing User: Marieke Guy
Date Deposited: 09 Jan 2019 15:08
Last Modified: 22 May 2019 15:02
URI: http://rau.repository.guildhe.ac.uk/id/eprint/16085

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