Nachhaltigkeit und Consumer Confusion am Point of Sale

Anja Buerke examines how the purchase of sustainable products can be promoted in food retailing, since despite increasing sales of sustainable products, organic and fair trade foods still represent a market niche. She looks at determinants and effects of consumer confusion at the point of sale when buying sustainable products and shows to what extent the products themselves as well as the design of the point of sale can lead to consumer confusion. Based on this, concrete approaches are derived as to how manufacturers and retailers can reduce consumer confusion.