Regionalfenster

1. FiBL Deutschland e.V.
   Forschungsinstitut für biologischen Landbau
   Dr. Robert Hermanowski
   Postfach 90 01 63
   60441 Frankfurt am Main
   Federal Ministry of Consumer Protection, Food and Agriculture
   (BLE) - Research Project “Regionalfenster – Testing and evaluation”
2. FiBL Projekte GmbH
   Rolf Mäder
   Postfach 90 01 63
   60441 Frankfurt am Main
   Federal Ministry of Consumer Protection, Food and Agriculture (BLE) - Research Project “Regionalfenster – Control and audit system”

The project objective is the evaluation of the acceptance of the label ‘Regionalfenster’ [literal interpretation: regional window] among consumers and retailers. The label ‘Regionalfenster’ marks food of local origin and will be introduced in 20 test markets distributed among five German regions in the beginning of 2013. The project consists of four sequential phases: in-depth interviews with consumers, mystery shopping at the point of sale, a computer-assisted consumer survey in the test stores and a telephone survey with participating retailers.

The visual properties of the label as well as the communication material for consumers will be evaluated with the use of in-depth interviews with 30 consumers. In-depth interviews and their analysis will be conducted in October 2012. After the introduction of the label in the test stores in January 2013, the method of mystery shopping will be used to analyse whether and how food shoppers receive information about the label by preliminarily trained store staff. Thus, the mystery shopping aims at identifying limitations in the staffs training. In January and February 2013, a survey with 2000 consumers will be carried out. It includes questions on the awareness of and attitudes towards the label ‘Regionalfenster’, the definition of local food, the motives to buy as well as the expressed willingness to pay for labelled products. The survey results will be analysed from March to May 2013. Finally, the retailers of the test stores will be interviewed by telephone about their experiences with the label ‘Regionalfenster’ and will be confronted with the results of the mystery shopping; the outcomes will be discussed.

September 2012 to August 2013

Research project within the framework of the Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)

www.bundesprogramm-oekolandbau.de
www.regionalfenster.de

FiBL Deutschland e.V.
Forschungsinstitut für biologischen Landbau
Dr. Robert Hermanowski
Postfach 90 01 63
60441 Frankfurt am Main
http://www.fibl.org/de/deutschland/standort-de.html

• Dr. Meike Janssen
• Denise Gider
• Claudia Busch
• Antje Korn