Can Bio-labels help Companies to Gain Competitive Advantage in the Organic Food Market in Germany?

Federico Topolansky, Magdalena Gonzalez Triay, Franz-Georg Wolfhard

Research output: Contribution to journalArticlepeer-review

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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.
Original languageEnglish
Pages (from-to)264-278
Number of pages14
JournalInternational Journal of Academic Research in Business and Social Sciences
Volume08
Issue number08
DOIs
Publication statusPublished - 30 Aug 2018

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