| According to several surveys organic products widely meet consumers demand, but the corresponding market share in Germany is less than 2,5 %. Missing confidence in the authenticity of organic products, high prices compared to other foods, a low density of distribution, and a lack of a uniform label are regarded as hampering factors for market growth. The influence of the image of organic products on market development, however, is analyzed insufficiently by now. This paper therefore aims at investigating the implications of the image of organic foods on its acceptance by consumers and deriving hints for the development of the market. The actual study is based on a concept of morphological market research, the results refer to Germany and can be summarized... |
