| In this study we have attempted, in collaboration with an agrifood company, to compare and contrast the responses of consumers and professionals to the same set of situations raising ethical questions, in order to highlight the differences and the similarities of viewpoint between these two groups of stakeholders. In order to do this, we constructed multi-stakeholder scenarios comprising a description of the situation and the various possible approaches to managing the situation. We constructed two scenarios, dealing with the origin of the gelatin used in the company's products and the company's product information on livestock feed (GMO). This allowed us to: - study the extent of the professionals' ethical perceptions and the possible compromises between... |
