At the end of the value chain are the consumers and their decision-making behavior at the point of sale (PoS). The consumer's decision making and willingness to pay for such products is therefore of paramount importance for the successful establishment of biodiversity products. In Germany, the decision-making behavior of consumers for food products with a focus on biodiversity has not yet been investigated. Latent profile analysis is used to investigate which segments can be distinguished in the German market for biodiversity-friendly products. In order to select the right attributes for biodiversity-friendly products in the study setting, expert interviews are the first approach. Based on this, a choice-based conjoint analysis is conducted to determine the partial utility values and the hypothetical willingness to pay. The results not only provide valuable recommendations for manufacturers and retailers, but also form the basis for consumer research.
Specifically, the dissertation project described above will address the following research questions:
- What role does biodiversity play as a selection criterion at the point of sale as a unique selling proposition?
- What is the hypothetical and non-hypothetical willingness to pay for such products?
- Which packaging design and symbols (labels) of biodiversity attract particular attention and sympathy?
