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Nachhaltigkeit und Consumer Confusion am Point of Sale

Nachhaltigkeit und Consumer Confusion am Point of Sale

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658152000
Condition
New
Product Description

Anja Buerke untersucht, wie der Kauf nachhaltiger Produkte im Lebensmitteleinzelhandel gefrdert werden kann, da trotz steigender Umstze nachhaltiger Produkte Bio- und Fair Trade-Lebensmittel noch immer eine Marktnische darstellen. Sie betrachtet Determinanten und Wirkungen von Consumer Confusion am Point of Sale beim Kauf nachhaltiger Produkte und zeigt auf, inwieweit die Produkte selbst sowie die Gestaltung der Verkaufssttte zur Consumer Confusion fhren knnen. Darauf aufbauend werden konkrete Ansatzpunkte abgeleitet, wie Hersteller und Hndler die Consumer Confusion reduzieren knnen.

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