RegioInHessen

Numerous studies show that consumers have a strong and growing preference for regional food products. The studies also show that consumers pay more attention to regional labels and animal welfare labels than to labels for organic standards or fair trade. Regional value chains and marketing concepts not only meet the expectations of many consumers, but also offer an opportunity to strengthen the autonomy and economic stability of rural areas. In this way, they generate added value that benefits the local population. 

In Hesse, producers, processors and retailers use various signs and labels to communicate regionality to consumers, for example “aus der Region” (engl. From the Region), “Gutes aus Hessen” (engl. Best of Hesse), or the Regionalfenster (engl. Regional Window seal). There is however no information available on how consumers react to the various regional labels, which ones they are familiar with, which ones do they trust, and how they use them to guide their purchasing decisions. Only if consumers are familiar with a label and trust it will be effective and influence their purchasing behavior in line with the label's intentions. Against this background, the aim of this study is to identify which of the regional labels are promising and how awareness and trust in regional labels can be improved to increase demand for regional products in examples.