Purpose – The purpose of this paper is to determine the extent of congruence between service providers’ perceptions of customer satisfaction and customer-reported satisfaction in the context of optometric services. Design/methodology/approach – Data were collected via mail surveys from a sample of German optometrists and their customers. Usable responses were obtained from 388 optometrists and 2,237 customers. Findings – Results show that the underlying configurations of satisfaction attributes decompose into eight factors in the case of optometrists and five factors in the case of customers. The extent of congruence between the two groups is weak. Research limitations/implications – Replications among other optometrist and customer samples are needed to validate the current findings. Also to gain more pointed insights into the similarities and disparities between service providers’ perceptions of their customers’ satisfaction and customer-reported satisfaction, extension of research to other service sectors would be fruitful. Practical implications – The overall inconsistencies between the optometrists and customers underscore the need for accurate assessment of customer perceptions for business success. For stronger business performance, service providers should be trained to look at satisfaction from the perspective of customers by using customers’ definitions. Originality/value – The study used a dyadic approach in collecting the data. The factor congruency technique was employed to determine the extent of similarities and disparities between the two groups. A general lack of customer knowledge has implications for service providers.

Ancrée dans le courant de la Transformative Consumer Research (Mick et al., 2012), cette recherche explore la manifestation du bien-être alimentaire à partir de l’analyse de souvenirs d’expériences vécues par le consommateur. Dans une approche naturaliste (Lincoln et Guba, 1985) et interprétativiste, notre recherche qualitative combine trois types de recueil de données pour accéder aux expériences vécues des consommateurs : l’entretien phénoménologique, la photo-élicitation et le journal personnel. En suivant un processus d’analyse fondé sur la Grounded Theory (Glaser et Strauss, 1967), nos résultats présentent deux éléments majeurs de l’expérience de bien-être alimentaire : le rôle de l’expression des valeurs personnelles (Schwartz, 1992) dans l’expérience de bien-être alimentaire et l’existence de trois composantes-clés dans le processus global de l’expérience. Les résultats nous permettent alors de définir l’expérience de bien-être alimentaire comme une expérience eudémonique, congruente avec les valeurs ou types motivationnels de la personne. Elle est soutenue par différentes conditions facilitantes (attention portée au temps qualitatif, aux produits et recettes ainsi qu’au contexte physique de l’expérience) ; elle implique différents processus expérientiels (pleine maîtrise de l’expérience, immersion, initiation, partage, réminiscence et reproduction du souvenir et processus sensoriel) ; enfin, elle fait émerger des résultantes émotionnelles positives pouvant se combiner (fierté, joie, enthousiasme, gratitude, détente, réconfort et nostalgie). Nos résultats nous conduisent à proposer une taxonomie du bien-être alimentaire selon quatre types : le bien-être alimentaire de conservatisme, de transcendance de soi, d’ouverture au changement et d’affirmation de soi. Ils mettent au jour la définition d’eudémonie alimentaire qui caractérise l’alignement des expériences alimentaires et des significations attribuées au bien-être sur les propres valeurs de l’individu. Enfin, cette recherche propose des recommandations managériales en direction des pouvoirs publics, des associations de défense des consommateurs et organisations non gouvernementales ainsi qu’à tous les acteurs des filières alimentaires et distributeurs investis et/ou concernés par la question du bien-être du consommateur. / Rooted in the Transformative Consumer Research (Mick et al., 2012), this research explores the manifestation of food well-being using consumers' memories of lived experiences.  In a naturalistic (Lincoln and Guba, 1985) and interpretativist approach, this qualitative research combines three types of data which grant us access to lived experiences: the phenomenological interview, photo-elicitation and the personal diary. By following a grounded analysis process theory (Glaser and Strauss, 1967), our results present two major elements defining the experience of food well-being: the role of the expression of personal values (Schwartz, 1992) in the experience of food well-being and the presence of three key components in the overall process of the experiment. The results then allow us to define the experience of food well-being as a eudemonic experience linked to the motivational values of the person. This is supported by different enabling conditions (attention to quality of time, products and recipes as well as the physical context of the experience); experiential processes (full mastery of the experience, immersion, initiation, sharing, reminiscence and reproduction of memory, and sensory process); and positive emotions (pride, joy, enthusiasm, gratitude, relaxation, comfort and nostalgia). Our results propose a taxonomy of food well-being according to 4 principles: the food well-being of conservation, the food well-being of self-transcendence, the food well-being of openness to change and the food well-being of self-enhancement. These concepts define food eudemonia characterized by the confluence of food related experiences and meanings attributed to well-being with the individual's own values. Finally, this research proposes managerial recommendations for public authorities, consumer protection associations and non-governmental organizations, as well as all the actors in food chains and distributors invested and / or concerned by consumer well-being issues.

O presente estudo teve como objetivo avaliar o impacto da adição do óleo de Echium em mortadelas com teor de sódio reduzido. Os efeitos de diferentes níveis de redução de cloreto de sódio foram avaliados, tendo sido processados quatro mortadelas: Controle, T20, T40 e T60 (20, 40 e 60% de redução do NaCl por PuraQ® Arome NA4). Os produtos foram caracterizados por análises físico-químicas, microestruturais e de aceitação sensorial. Os resultados mostraram que o nível máximo de redução de cloreto de sódio em mortadela, ainda bem aceita pelos consumidores, e mantendo suas características físico-químicas adequadas, foi de 40%. Técnicas de pesquisa com consumidores por Conjoint Analysis (CA) e Grupo Focal foram conduzidas de forma a avaliar a percepção e aceitação do conceito de mortadelas com menor teor de sódio e enriquecidas com ômega-3. Embalagens hipotéticas de mortadelas mais saudáveis foram avaliados por 263 consumidores na CA e por dois grupos contendo 8 participantes no Grupo Focal. Ambas as técnicas demonstraram que os consumidores aprovariam e consumiriam o produto com alegações de \"menos sódio e com ômega-3\". Definido o nível máximo de sódio e a percepção de uma mortadela com alegações, três formulações de mortadelas com alto teor de lipídios foram elaboradas para avaliar a adição do óleo de Echium em diferentes níveis: Controle (sem adição de óleo), T25 e T50 (com 25 e 50% de substituição da gordura animal por óleo, respectivamente). As amostras foram avaliadas quanto às suas características físico-químicas e microestruturais. Nos tempos zero, 15, 30, 45 e 60 dias de estocagem à 4ºC a estabilidade das mortadelas foi avaliada por meio de análises físico-químicas (índice de TBARs, cor objetiva, valor de pH), microbiológicas e sensoriais. A substituição de 50% de gordura pelo óleo afetou negativamente (p<0,05) a textura, microestrutura e aceitação da mortadela. Todavia, a substituição de 25% não prejudicou as suas propriedades tecnológicas, sua estabilidade e nem sua aceitação sensorial, durante todo seu período de estocagem, sobretudo, houve melhoria significativa no perfil lipídico da mortadela, sendo possível, atribuir o claim de alto teor de ômega-3. De forma a descrever sensorialmente as mortadelas, termos sensoriais foram desenvolvidos para análise CATA (check-all-that-apply). O CATA mostrou que a amostra T50 diferiu (p<0,05) em alguns atributos do controle, entretanto, a T25 não diferiu do controle, apresentando características sensoriais semelhantes. Por fim, foi avaliado o efeito da substituição da gordura suína por 50 e 100% do óleo de Echium, em mortadelas com teor de sódio reduzido e contendo 12% de lipídios totais. Três produtos foram formulados: Controle (sem adição de óleo), T50 e T100 (50 e 100% de substituição da gordura animal por óleo). As amostras foram caracterizadas por análises físico-químicas, microestruturais e sensorial. A substituição de 100% da gordura animal pelo óleo de Echium na mortadela não afetou suas características tecnológicas e foi considerada aceita pelos consumidores, com índice de aceitação de 70,77%. Conclui-se que a substituição de gordura animal por óleo de Echium em mortadelas é tecnologicamente viável de forma a enriquecer mortadelas, tornando esse produto ainda mais saudável. / The objective of the present study was to evaluate the effect of the addition of Echium oil on bologna sausages less sodium. Effects of different levels of sodium reduction were evaluated by following treatments: Control, T20, T40 and T60 (20, 40 and 60% NaCl replacement per PuraQ® Arome NA4). The products were characterized by physicochemical analysis, microstructure and sensory acceptance. The results showed that the level maximum of sodium reduction accepted by consumers and maintaining its adequate physicochemical characteristics was 40%. Consumer researches by techniques of Conjoint Analysis (CA) and Focus Group were conducted in order to evaluate the perception and acceptance from bologna sausages less sodium and enriched with omega-3. Hypothetic packages of Bolognas were evaluated by 263 consumers in CA and by two group with 8 participants each one in Focus Group. Both techniques demonstrated that consumers would approve and purchase the bologna \"less sodium with omega-3\" claims. Based on the maximum level of sodium reduction and the consumers perception of bologna with claims, three formulations of bologna with high total lipis, less sodium, were made in order to evaluate the addition of Echium oil in different levels: Control, T25 and T50 (25 and 50% fat replacement by oil, respectively). The samples were evaluated per physicochemical and microstructure characteristics. At the times zero, 15, 30, 45 and 60 days of storage period at 4ºC the stability of bolognas was evaluated by physicochemical (TBARs color, pH value), microbiology and sensory analyses. The replacement of 50% of fat affected negatively (p<0.05) the texture, microstructure and acceptance of bologna. However, 25% of replacement did not harm the technological properties, stability or sensory acceptability, during all period of storage, but, there was a significant improvement in the lipid profile of T25 bologna, being possible to add the claim \"high content of omega-3\". In order to sensory describe the bolognas sensory terms were developed to apply in CATA (check-all-that-apply) analysis. CATA results showed that T50 differed (p<0.05) in some attributes of the control, however, T25 did not differ significantly showing same sensory descriptions from control. Finally, the replacement of pork fat by 50 and 100% of Echium oil in bologna sausages with 12% fat contained and less sodium were evaluated. Three products were formulated: Control (without oil), T50 and T100 (50 and 100% animal fat replacement by oil). The samples were characterized by physicochemical, microstructure and sensory analyses. The replacement of 100% of animal fat by Echium oil in bologna sausage did not affect the technological characteristics and was considered accepted by consumers, with acceptability index of 70.77%. Concluding that, the replacement of animal fat by Echium oil in bologna sausages is technologically feasible in order to enrich bolognas making this product healthier.

The main aim of my graduation thesis is to analyse current situation of private labels in the czech market and to propose possible improvements. In the theoretical part I introduce labels in general, historical facts and modern trends. Then I concentrate on private labels and explain their meaning. In the methodical part I start with analyzing a supply of retail chains in the czech market and then I focus on a private label policy of a particular retail chain. Subsequently I present results of two researches and suggest enhancement for retail chains to improve their strategies for the future.

Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current examines the influence of this type user-generated content on consumer attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants’ video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool, as heavier gamers were found perceive user-generated streams as a credible source of information.

The research question for this study is “Can concepts from complex adaptive systems and conversation analysis be used to research consumer behaviour?" This is, primarily, a theoretical question. After a wide-ranging literature search no scholarly publications linking the qualitative aspects of complex adaptive systems theory to marketing or consumer research were located. In addition, there appear to be few papers on consumer research which use conversation analysis. A theory for the research methodology was developed. It was argued that the production of a research theory and methodology to test the relevance and appropriateness of two very different theories - complex adaptive systems and conversation analysis was the major undertaking of this thesis. The problem of combining an essentially scientific perspective (complex adaptive systems) with an essentially qualitative one (ethnomethodology and conversation analysis) was resolved as part of the research process. A bridging theory was developed through the common ground offered by the sociology of scientific knowledge on the one hand and social-constructionist theory on the other. This methodology was successful in supporting the choice of conversation analysis as the data-collection method and provided the rationale for observing five characteristics of a complex adaptive system. The methodology was tested empirically and, in keeping with exploratory work, iteratively. It is not intended that this type of research will have predictive value. The complex adaptive system studied was consumers in a small group. There were two research locations with six data-collection sessions in each. The first location collected data from organisational groups. The second collected data from groups of consumers convened in a meeting room. / Data were transcribed and analysed for all sessions according to the conventions of conversation analysis. In the meeting-room sessions, data were also collected by electronic-group-support-systems technology and subjected to a modified form of content analysis. The broad findings showed the following. The assumption that there was little evidence of interest in complex adaptive systems among consumer behaviour researchers was confirmed. Apart from one paper calling for the use of conversation analysis in consumer behaviour research, there appeared to have been no subsequent reports of its adoption. The potential for conversation analysis in consumer research has probably not been understood because it was seen as a data-collection method only within an ethnomethodological perspective. The discursive theoretical perspective, which gives a prime position to conversation analysis in the construction of factual accounts, was found to be an innovative way to study consumer behaviour. A discursive theoretical research perspective could have provided a more robust theoretical justification for the fieldwork carried out in this study than the theory of the methodology that was first developed for this study. Conversation analysis did meet the five criteria proposed for surfacing a complex adaptive system in a small group but in an unexpected way. It met these criteria through the research process. In other words, by setting up an appropriate research environment and using conversation analysis, it was shown that a complex adaptive system was in operation. / An outcome of employing complex adaptive systems theory and conversation analysis is a new way of seeing groups of consumers as a self-organised, nonlinear, interactive entity. Conversation analysis has proven to be a method of empirically observing this entity, whilst preserving the consumer groups' complex adaptiveness. There were three conclusions. The first is that the discursive paradigm appears to be an alternative paradigm for consumer behaviour research that is appropriate for certain applications. For example, marketing communications and word-of-mouth communication. The second conclusion is that when small-group talk-in-interaction is recorded and analysed using conversation analysis, the characteristics of a complex adaptive system theorised in this study seem evident to the researcher. The third is that complex adaptive systems appear to be capable of being researched in the field, but more work is needed on defining the characteristics to be researched.

Genetically modified foods have been at the center of debate in European consumer policy in the last two decades. Although the quasi-moratorium has been lifted in May 2004 and the road to the market is in principle reopened, strategies for product introduction are lacking. The aim of the research is to assess potential barriers in the area of consumer acceptance and suggest ways in which they can be overcome. After a short history of the genetically modified foods debate in Europe, the existing literature is reviewed. Although previous research converges in its central results, issues that are more fundamental have remained unresolved. <br><br> Based on classical approaches in attitude research and modern theories of social cognition, a general model of the structure, function and dynamics of whole systems of attitudes is developed. The predictions of the model are empirically tested based on an attitude survey (N = 2000) and two attitude change experiments (N = 1400 and N = 750). All three studies were conducted in parallel in four EU member states. The results show that consumer attitudes towards genetically modified foods are embedded into a structured system of general socio-political attitudes. The system operates as a schema through which consumers form global evaluations of the technology. Specific risk and benefit judgments are mere epiphenomena of this process. Risk-benefit trade-offs, as often presupposed in the literature, do not appear to enter the process. The attitudes have a value-expressive function; their purpose is not just a temporary reduction of complexity. These properties render the system utterly resistant to communicative interventions. At the same time, it exerts stong anchoring effects on the processing of new information. Communication of benefit arguments can trigger boomerang effects and backfire on the credibility of the communicator when the arguments contrast with preexisting attitudes held by the consumer. Only direct sensory experience with high-quality products can partially bypass the system and lead to the formation of alternative attitude structures. Therefore, the recommended market introduction strategy for genetically modified foods is the simultaneous and coordinated launch of many high-quality products. Point of sale promotions should be the central instrument. Information campaigns, on the other hand, are not likely to have an effect on the product and technology acceptance of European consumers. / Gentechnisch veränderte Lebensmittel haben sich im Lauf der letzten zwei Jahrzehnte zu einem Symbol verbraucherpolitischer Auseinandersetzungen in Europa entwickelt. Mit der Aufhebung des Quasi-Moratoriums im Mai 2004 ist der Weg zum Markt zwar prinzipiell freigeschaltet, Strategien der Produkteinführung fehlen jedoch. Ziel der Arbeit ist, potenzielle Hindernisse im Bereich der Verbraucherakzeptanz auszuloten und Wege aufzuzeigen, wie Vorurteile gegenüber diesen Produkten abgebaut werden könnten. Nach einem historischen Abriss der Gentechnikdebatte in Europa wird zunächst die existierende Literatur zur Verbraucherakzeptanz diskutiert. Obwohl die bisherige Forschung in ihren Ergebnissen konvergiert, sind grundsätzlichere Fragen weitgehend ungelöst geblieben. <br><br> Auf der Grundlage klassischer Ansätze der Einstellungsforschung und moderner Theorien sozialer Kognition wird daher ein allgemeines Modell der Struktur, Funktion und Dynamik ganzer Einstellungssysteme entworfen. Die Vorhersagen des Modells werden anhand einer Einstellungsbefragung (N = 2000) und zweier Einstellungsänderungsexperimente (N = 1400 und N = 750) empirisch überprüft. Alle drei Studien wurden parallel in vier EU-Mitgliedsstaaten durchgeführt. Die Ergebnisse zeigen, dass Verbrauchereinstellungen zu gentechnisch veränderten Lebensmitteln in ein strukturiertes System allgemeiner soziopolitischer Einstellungen eingebettet sind. Das System fungiert als Schema, anhand dessen eine globale Bewertung der Gentechnik vorgenommen wird. Spezifische Nutzen- und Risikourteile sind lediglich Epiphänomene dieses Prozesses. Nutzen-Risiko-Abwägungen, wie sie in der Literatur oft unterstellt werden, finden dabei offenbar nicht statt. Die Einstellungen haben eine wertexpressive Funktion, dienen also nicht nur der vordergründigen Reduktion von Komplexität. Diese Eigenschaften machen das System ausgesprochen resistent gegenüber Versuchen der kommunikativen Beeinflussung. Gleichzeitig übt es eine starke Ankerwirkung auf die Verarbeitung neuer Informationen aus. Kommunikation von Nutzenargumenten zu gentechnisch veränderten Lebensmitteln kann zu Bumerangeffekten auf die Glaubwürdigkeit eines Kommunikators führen, wenn die Argumente den Voreinstellungen der Verbraucher widersprechen. Lediglich direkte sensorische Erfahrung mit qualitativ hochwertigen Produkten kann zu einer teilweisen Entkoppelung des Systems und damit zum Aufbau alternativer Einstellungsstrukturen führen. Als optimale Markteinführungsstrategie für gentechnisch veränderte Lebensmittel wird daher die gleichzeitige und koordinierte Einführung vieler hochwertiger Einzelprodukte empfohlen. Zentrales Instrument sollten Aktionen am Point of Sale sein. Vorbereitende Informationskampagnen werden dagegen voraussichtlich keine Wirkungen auf die Produkt- and Technikakzeptanz europäischer Verbraucher haben.

This thesis examines the role of face-to-face interactions on individual choice. In particular, I explore the effect of face-to-face requests (compared to other forms of requests) on compliance. I propose that individuals expect facial feedback from their interactive partner in response to their decisions and behaviors in face-to-face interactions. In an effort to avoid anticipated negative feedback, people comply with the request. Drawing from literature on compliance, the face, face-to-face interactions, empathy, and anticipation, I develop and test this proposed theoretical account in five experiments. 1) Experiment 1 demonstrates the effect of face-to-face interactions on compliance with requests relative to other forms of making the requests and rules out some alternative explanations. 2) Experiment 2 replicates the effect in a real world setting, and shows that the effect can be moderated by sensitizing individuals to the face. 3) Experiment 3 shows that the effect can be moderated by facial expressiveness and sensitivity to face. Experiment 3 also shows that anticipation of feedback (rather than actual feedback) drives the effect. 4) Experiment 4 shows that the effect can be moderated by the expressiveness, timeliness, and consistency of facial feedback. It provides further evidence for the role of anticipated facial feedback. 5) Experiment 5 shows that individuals strategically choose different modes of interaction (i.e., face-to-face or impersonal) as a function of the feedback they expect to receive. Theoretically, this thesis provides a new understanding of how face-to-face interactions and facial expressiveness impact individual choice. In contrast to previous research, I examine the feedback mechanism that such interactions create, and the role of facial expressiveness. By providing an account in which the anticipation of feedback plays a role, this research provides a way of extending the effect of face-to-face interactions on individual compliance to faceless transactions. Moreover, I identify and test the effect of three dimensions of facial expressiveness on individual choice, thereby adding to marketing literature, compliance literature, and communication literature. The current research has managerial implications in personal selling, customer service, employee training, and online transactions.

This thesis examines the role of face-to-face interactions on individual choice. In particular, I explore the effect of face-to-face requests (compared to other forms of requests) on compliance. I propose that individuals expect facial feedback from their interactive partner in response to their decisions and behaviors in face-to-face interactions. In an effort to avoid anticipated negative feedback, people comply with the request. Drawing from literature on compliance, the face, face-to-face interactions, empathy, and anticipation, I develop and test this proposed theoretical account in five experiments. 1) Experiment 1 demonstrates the effect of face-to-face interactions on compliance with requests relative to other forms of making the requests and rules out some alternative explanations. 2) Experiment 2 replicates the effect in a real world setting, and shows that the effect can be moderated by sensitizing individuals to the face. 3) Experiment 3 shows that the effect can be moderated by facial expressiveness and sensitivity to face. Experiment 3 also shows that anticipation of feedback (rather than actual feedback) drives the effect. 4) Experiment 4 shows that the effect can be moderated by the expressiveness, timeliness, and consistency of facial feedback. It provides further evidence for the role of anticipated facial feedback. 5) Experiment 5 shows that individuals strategically choose different modes of interaction (i.e., face-to-face or impersonal) as a function of the feedback they expect to receive. Theoretically, this thesis provides a new understanding of how face-to-face interactions and facial expressiveness impact individual choice. In contrast to previous research, I examine the feedback mechanism that such interactions create, and the role of facial expressiveness. By providing an account in which the anticipation of feedback plays a role, this research provides a way of extending the effect of face-to-face interactions on individual compliance to faceless transactions. Moreover, I identify and test the effect of three dimensions of facial expressiveness on individual choice, thereby adding to marketing literature, compliance literature, and communication literature. The current research has managerial implications in personal selling, customer service, employee training, and online transactions.

Das Verbraucherinteresse an Qualität und bestimmten Produkteigenschaften nimmt immer weiter zu. Die Kennzeichnung von Lebensmitteln ist für Verbraucher ebenfalls auf Grund der hohen Produktdifferenzierung und dem daraus resultierenden großen Produktangebot an Lebensmitteln ein wichtiges Informationsinstrument, um eine gut informierte Produktwahl treffen zu können. Dabei spielen bei der Kennzeichnung von Produkten Vertrauenseigenschaften wie Prozess- oder Produktqualitäten eine wichtige Rolle, die ein entscheidendes Auswahlkriterium darstellen können. Vertrauenseigenschaften zeichnen sich dadurch aus, dass sie von Verbrauchern nicht selbst überprüft werden können. Daher haben einige Elemente der Lebensmittelkennzeichnung das Ziel, Vertrauens- in Sucheigenschaften umzuwandeln, um so Informationsasymmetrien abzubauen Nur wenn Unterschiede in Lebensmitteln für Konsumenten sichtbar werden, können diese gut informierte Entscheidungen treffen. Zudem ist es für einen funktionierenden Markt notwendig, dass unterschiedliche Qualitäten deutlich werden, denn nur so kann verhindert werden, dass lautere Wettbewerber aus dem Markt verdrängt werden. Ziel der Dissertation ist es, verschiedene Labelling Policies, die bisher nicht im Fokus der Konsumentenforschung standen, mittels empirischer Konsumentenbefragungen zu untersuchen, zu bewerten und Empfehlungen für Entscheidungsträger in der Lebensmittelkennzeichnung abzuleiten. Die drei zu untersuchenden Forschungsfragen lauten: 1. Wie zu Grunde liegende Prozess- und Produkteigenschaften differenziert auf Lebensmittelverpackungen kommuniziert werden können, 2. wie verschiedene Kennzeichnungselemente, die Signalling Cues für Verbraucher darstellen, auf Produktverpackungen von Verbrauchern wahrgenommen und beurteilt werden und 3. wie die Nischenprodukte Tierschutzfleisch und Weidemilch am besten vermarktet werden können und wie Zielgruppen zu charakterisieren sind. Die Ergebnisse der Forschungsarbeit zeigen auf, dass die derzeitige Lebensmittelkennzeichnungspraxis Defizite und Verbesserungspotenzial aufweist. Daneben wurde aufgezeigt, dass ein mehrstufiges Labellingsystem Potenzial aufweist, am Markt Veränderungen gegenüber einem binären Labellingsystem hervorzurufen, die weiteren Forschungsbedarf erfordern. Es werden Empfehlungen für Politik und Wirtschaft abgeleitet. Weiterhin werden Marketingempfehlungen für Tierschutzfleisch und Weidemilch abgeleitet und die Zielgruppen für die diese Produkte charakterisiert.