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Gewählte Master / Diploma Thesis:

Magdalena Maria Mayr (2011): Warum steigen Bäuerinnen in die Direktvermarktung ein? Fallstudie zu bäuerlichen Entscheidungen anhand ausgewählter oberösterreichischer Direktvermarkterinnen.
Master / Diploma Thesis - Institut für Agrar- und Forstökonomie (AFO), BOKU-Universität für Bodenkultur, pp 85. UB BOKU obvsg FullText

Data Source: ZID Abstracts
In Austria, agricultural direct marketing is widespread and meets avid consumer demand. However, little research has been done about the factors farmers take into consideration when deciding to start direct marketing activities. This study investigates why ten women farmers, who have started direct marketing between 2005 and 2010, have done so. The study focuses on the aspects that were relevant for the farmers' decision and how these aspects were connected. The data was collected through semi-structured interviews and cognitive mapping. The results show that personal aspects were crucial for the decision. This included the pleasure of performing tasks related to direct marketing, self-fulfilment, experiencing the direct acknowledgement and appreciation from customers, flexible work arrangement, and the diversity of tasks involved. Additionally, economic arguments were important motives for the decision to start direct marketing activities, e.g. securing or increasing the farming income, higher on-farm value added, securing one’s own job on the farm, achieving higher prices. Analysing the decision process through the cognitive maps reveals further interesting elements. For example, for some women, direct marketing is simply the approach to agriculture that best fits her ideals. For some women engaging in direct marketing was a clear and conscious decision, others ‘grew into it’. Using a combination of two qualitative methods, the decision for direct marketing was illustrated from the women farmers’ point of view and previous research in the area of farmers' decisions, motivations and attitudes related to direct marketing could be extended. (further informations:

Beurteilende(r): Darnhofer Ika

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