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Der verunsicherte Verbraucher
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Die aktuelle Kommunikationspraxis der Ernhrungswirtschaft erzeugt in weiten Teilen der Bevlkerung eine erhebliche Verunsicherung. Eine wirkungsvolle unternehmerische ffentlichkeitsarbeit in der industriellen Lebensmittelerzeugung bentigt ein neues Konzept fr die Kommunikation zwischen Erzeugern, Verarbeitern, Hndlern und Endverbrauchern von Lebensmitteln. Die Autorin erklrt, ohne zu pauschalisieren, was Verbraucher verunsichert und welche Konsequenzen Verbraucherverunsicherung fr das Ernhrungsverhalten hat. Das Buch bietet - basierend auf neuen empirischen Daten und einer reprsentativen Verbraucherbefragung - praxisbezogene Anstze fr eine neue unternehmerische ffentlichkeitsarbeit, die darauf abzielt, mit informierten Konsumenten anstelle verunsicherter Verbraucher zu kommunizieren.
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