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Die Rolle sensorischer Vorstellungskraft zum Abbau von Konsumbarrieren

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Zukunft verantwortungsvoll gestalten

Part of the book series: Forschung und Praxis an der FHWien der WKW ((FPGHW))

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Zusammenfassung

Die Auswirkungen der Lebensmittelproduktion auf die Klimaerwärmung gewinnen zunehmend an wissenschaftlicher Bedeutung. Das Konzept des klimafreundlichen Konsums ist jedoch mit großen Herausforderungen konfrontiert und es mangelt an Kenntnissen über klimafreundliches Konsumverhalten. Unter anderem lassen sogenannte Laientheorien KonsumentInnen einen geringeren sensorischen Genuss mit klimafreundlichen Produkten assoziieren. Dies führt zu Konsumhemmnissen für klimafreundliche Lebensmittel und einer offensichtlichen Diskrepanz zwischen den Werten der KonsumentInnen und ihrem Kaufverhalten. Die Literatur gibt Anlass zur Annahme, dass die Bereitstellung angemessener sensorischer Informationen, insbesondere, wenn lebhafte sensorische Vorstellungen stimuliert werden, Verhaltensänderungen hervorrufen kann. Der Forschungsschwerpunkt des Research Center of Sensory Science and Consumer Behavior der FH Wiener Neustadt konzentriert sich auf die Identifikation und Reduktion von Konsumbarrieren für klimafreundliche Lebensmittel durch geeignete Maßnahmen an der Schnittstelle Marketing, Sensorik und Virtual Reality. Es wird untersucht, wie sensorische Informationen und immersive sensorische Erlebnisse Konsumentenreaktionen vor und nach dem Verzehr beeinflussen. Durch das Verständnis für Konsumbarrieren im Kontext des klimafreundlichen Konsums soll dieses Projekt zur Verbesserung der Sichtbarkeit nachhaltiger Lebensmittel beitragen sowie das Engagement für eine klimafreundliche Lebensmittelproduktion sensibilisieren.

Erstmalig erschienen in englischer Sprache unter: Poscher T, Enzelberger R, Heim K, Fina R, Steiner E, Wagner U (2020) Overcoming consumption barriers for conscious food products: The relevance of measures encouraging individual sensory imagery. Proceedings of the European Marketing Academy, 11th, (85037) (Poscher et al. 2020).

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Author information

Authors and Affiliations

  1. FH Wiener Neustadt, Campus Wieselburg, Wieselburg, Österreich

    Roswitha Enzelberger, Robert Fina, Kathrin Heim, Elisabeth Steiner & Thomas Poscher

Authors
  1. Roswitha Enzelberger
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  2. Robert Fina
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  3. Kathrin Heim
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  4. Elisabeth Steiner
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  5. Thomas Poscher
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Corresponding author

Correspondence to Roswitha Enzelberger .

Editor information

Editors and Affiliations

  1. Institut für Medien, Gesellschaft und Kommunikation, Leopold-Franzens-Universität Innsbruck, Innsbruck, Österreich

    Uta Rußmann

  2. Studienbereich Tourism & Hospitality Management, FHWien der WKW, Wien, Österreich

    Florian Aubke

  3. Institute for Business Ethics and Sustainable Strategy, FHWien der WKW, Wien, Österreich

    Daniela Ortiz

  4. Studienbereich Marketing & Sales Management, FHWien der WKW, Wien, Österreich

    Ilona Pezenka

  5. Institute for Digital Transformation and Strategy, FHWien der WKW, Wien, Österreich

    Ann-Christine Schulz

  6. Studienbereich Human Resources & Organization, FHWien der WKW, Wien, Österreich

    Christina Schweiger

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© 2022 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Enzelberger, R., Fina, R., Heim, K., Steiner, E., Poscher, T. (2022). Die Rolle sensorischer Vorstellungskraft zum Abbau von Konsumbarrieren. In: Rußmann, U., Aubke, F., Ortiz, D., Pezenka, I., Schulz, AC., Schweiger, C. (eds) Zukunft verantwortungsvoll gestalten. Forschung und Praxis an der FHWien der WKW. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-36861-6_13

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  • DOI: https://doi.org/10.1007/978-3-658-36861-6_13

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-36860-9

  • Online ISBN: 978-3-658-36861-6

  • eBook Packages: Business and Economics (German Language)

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