Welcome to the Section of Agricultural and Food Marketing
Research
The section of Agricultural and Food Marketing (FG ALM) at the University of Kassel is distinguished by its integration of marketing and consumer research with a holistic sustainability focus. Research and teaching address key issues of sustainable consumption, including demand for organically produced foods, the adaptation of meat consumption, reduction of food waste or the organization of local and regional value chains as essential prerequisites for the transformation of food systems. Beyond market processes and sales strategies, the focus lies on understanding how consumers make decisions, the role of trust, values, credibility, and labeling, and how consumer behavior can contribute to ecologically and socially sustainable food economy. The unique strength of FG ALM lies in combining rigorous scientific analysis with societal relevance and a strong sustainability perspective.
A central aspect of this research is analyzing evolving societal challenges and expectations toward ecological agriculture and food systems. Which implications do these developments have for the further development of organic primary production, processing, trade, and consumption? Equally important is identifying effective communication strategies to enhance public acceptance and demand for organic products.
The ultimate goal of FG ALM is to strengthen trust, transparency, and acceptance of sustainable food – taking into account social inequalities and the digital transformation. The future lies in actively involving consumers through innovative communication, fostering a fair and sustainable food system for all.
- What contribution can consumers make to the development of sustainable agriculture and food systems?
- How can consumers and citizens be involved in the development of sustainable food systems?
- How should the organic farming and food industry evolve in the future in order to meet society's demands for a sustainable, transparent, safe and viable agriculture?
- How should the organic food and farming sector communicate its contributions to societal challenges?
Teaching
The department contributes to the entire spectrum of the department's Bachelor and Master programmes, both in German and in English. The courses in the BSc programme include the basic courses "Agricultural Market Theory and Markets" and "Agricultural and Food Marketing". In the Master's programmes the modules "International Markets and Marketing of Organic Products", "Marketing Research" and a project seminar on marketing research are offered.