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Gewählte Master / Diploma Thesis:

Sophia Rubarth (2020): How do consumers in Vienna perceive the organic sector?.
Master / Diploma Thesis - Institut für Agrar- und Forstökonomie (AFO), BOKU-Universität für Bodenkultur, pp 86. UB BOKU obvsg FullText

Data Source: ZID Abstracts
The organic sector in Austria is seen as one of the most successful in Europe. During the last decades, it has become established on the market and in policies, as well as in the consumers’ awareness. Actors of the organic movement currently discuss its future development. Some of them see potential in the organic sector to contribute to increasing the overall sustainability in the agri-food system. Whether the organic sector is able to contribute to this development partly depends on the consumers’ attitudes and expectations. This thesis offers insights into how consumers of organic food in Vienna view the Austrian organic sector. Q methodology was used to collect and analyse data, as it includes both quantitative and qualitative elements. To collect the data, I conducted interviews with 21 consumers who live in Vienna and who purchase organic food regularly. The analysis of their q-sorts identified three groups of consumers: (1) deep-rooted organics, (2) critical organics and (3) sceptical followers. The study revealed differences and commonalities in the attitudes and underlying thinking patterns regarding organic. While the ‘deep-rooted organics’ are convinced that we need a global organic agriculture, the other two groups do not show such high ambitions. Despite some striking differences between the identified groups, all of them share the view that the government is responsible for supporting the organic sector and must not give away this responsibility to the consumers. The results also show some commonalities: all interviewed consumers see the need for the agri-food system to become more sustainable, and they agree that the organic sector can play a part in such a transformation.

Beurteilende*r: Darnhofer Ika

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