„Hauptsache, es schmeckt“ - der Einfluss von Jugendlichen aufudden Öko-Lebensmittelkonsum in Familien

摘要

This contribution presents results of a qualitative study investigating juveniles’ influenceudin family decision-making with regard to organic food. According to recent researchudit can be assumed that expenditures for organic food in families with children declineudas children grow older. For organic food marketing this raises the questions if, whyudand how juveniles influence family decision-making and what organic products areudprefered or rejected? Semi-structured interviews were conducted with juveniles agedud13 to 18 years. The data was analysed using qualitative content analysis. Most juvenilesudproved to be open-minded towards organic food and they supported its consumptionudat home. Juveniles’ main criticism encompassed the taste of some organic productudgroups such as sweets, crisps, spreads and pizzas. If juveniles are not satisfiedudwith the taste of an organic product they use different strategies to influence familyudpurchase decisions. The main aim of these strategies is often to buy a conventionaludproduct. Therefore, organic suppliers should invest more money into researchingudjuveniles’ specific taste preferences and should develop products which meet theudexpectations of juveniles better with respect to taste, but also regarding product appearanceudand packaging. Via advertising, product images should be optimised toudcomply with the actual lifestyle of the target group. Ethical aspects should also beudincluded into communication strategies, as juveniles have a special sense for socialudjustice and animal welfare.