Abstract
This joint European CORE project will develop and test innovative generic communication strategies as a valuable tool for the strategic positioning of organic companies and farmers’ initiatives following Corporate Social Responsibility (CSR) approaches in the organic market: against the varying cultural background of consumers in five European countries. A trans-disciplinary conceptual framework will integrate the different research backgrounds of the partners and consider the perspectives of the stakeholders and market actors. The CSR approaches and communication strategies with the general public, stakeholders and specifically with consumers of successful initiatives in each partner country are analysed in a case study approach. Promising communication arguments in all partner countries are then tested with different methods. An Information-Display-Matrix is developed to screen promising communication arguments in different countries. With these arguments communication tools such as labels, leaflets and posters are developed by advertising companies. These tools are then discussed with consumers in Focus Group Discussions. Finally, Consumer Choice Tests will be used to analyse consumers’ buying behaviour towards organic products presented with CSR arguments in a closed to purchase setting. The results will show organic farmers the most suitable CSR arguments to improve the image of their products and the consumers’ willingness to pay. CORE Organic is a transnational partnership (ERA-net) where resources within research in organic food and farming are joined. This project will be caried in five European countries. This application concerns the contribution of the UK partner to the overall proejct.
United Kingdom