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| Kuhl, Isabell Rebecca; Niessen, Jan. |
| 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... |
| Tipo: Conference paper, poster, etc. |
Palavras-chave: Markets and trade. |
| Ano: 2009 |
URL: http://orgprints.org/14056/1/Kuhl_14056.pdf |
