Changing values and emerging markets - the case of farm animal leasing
2006
Wuestemann, H. (Humboldt-Universitaet zu Berlin, Berlin (Germany). Professur fuer Oekonmie und Politik laendlicher Raeume) | Mann, S. | Uthes, S.
Changing social preferences are a consequence from historical, cultural and societal processes. They led to a cultural movement away from materialistic and towards post-materialistic values which often materialize in public goods or externalities. This leads towards an agriculture whose focus shifts from the supply of food towards satisfying post-materialistic needs. As this needs have specific product characteristics, special marketing strategies become necessary. This is to be shown for a characteristic example which, particularly for Switzerland, has become more and more popular during recent years: the leasing of farm animals.
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