TY - JOUR A1 - Lauterbach, Josephine A1 - Haack, Michaela A1 - Häring, Anna Maria T1 - Co-production of Business Models for Pasture-Based Beef in North-East Germany – Integrating Consumers Preferences JF - Proceedings in system dynamics and innovation in food networks 2022 N2 - Pasture-based cattle rearing systems provide numerous ecosystem services and meet current consumer demands for animal welfare. However, the development of regional value chains from pasture-based beef are inhibited in economically less developed regions, such as North East Germany, as they lack regional slaughtering and processing capacities and show weak cooperation between stakeholders. The real world lab "WertWeideVerbund" aims to co-produce new beef value chains and business models, addressing consumer demands and value chain actors’ interests at the same time. Target group specific and regionally adapted communication approaches are part of these business models and aimed at unlocking market potentials. We conducted an online survey to define consumer groups for pasture-based beef, evaluate their preferences for communication approaches and define their willingness to pay for those products. The questionnaire was partly based on previously collected qualitative data from focus groups and on an extended literature review of existing quality standards for pasture-based beef. The survey revealed different consumer segments based on demographics, frequency of beef purchase, general shopping behaviour and willingness to pay for pasture-raised beef. Respondents preferred communication approaches with a focus on animal welfare and were not particularly interested in regional origin and ranked it equal to other aspects such as information on producers, quality and taste, and biodiversity and climate protection, indicating that there is a demand for further explanation on the advantages of regional production. KW - pasture-raised beef; communication; marketing; animal welfare; regional origin Y1 - 2022 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:eb1-opus-6839 SN - 2194-511X SP - 167 EP - 177 ER -