The current practice of communication in the nutritional economy often produces significant uncertainty in a large fraction of the population. Efficient and comprehensive publicity by entrepreneurs on the industrial production of foodstuffs needs a new concept for communication between producers, processors, wholesalers, retailers, and end users. Without overgeneralizing, the author explains what makes the consumers uncertain and which consequences this uncertainty has for their nutritional behavior. The main aim of this book is the empirical explanation of the connection between the...

My studies on the "uncertain consumer" began with a research project c- ducted by the Dr. Rainer Wild-Stiftung - Foundation for healthy nutrition - on the negative image of processed food. Ever since then I have been asked whether or not growing consumer uncertainty is linked to information po- cies of the food sector and if so, how. Intensive three-year research showed that industrial methods of food production are predestined to result in wayward fears and worry over its healthiness. This is due to the fact that during the process of industrialisation, we gradually passed responsibility for...

Die aktuelle Kommunikationspraxis der Ernahrungswirtschaft erzeugt in weiten Teilen der Bevolkerung eine erhebliche Verunsicherung. Eine wirkungsvolle unternehmerische Offentlichkeitsarbeit in der industriellen Lebensmittelerzeugung benotigt ein neues Konzept fur die Kommunikation zwischen Erzeugern, Verarbeitern, Handlern und Endverbrauchern von Lebensmitteln. Die Autorin erklart, ohne zu pauschalisieren, was Verbraucher verunsichert und welche Konsequenzen Verbraucherverunsicherung fur das Ernahrungsverhalten hat. Das Buch bietet - basierend auf neuen empirischen Daten und einer...