Social Marketing - ein Konzept für die Gestaltung von Politik zur Ausweitung des ökologischen Landbaus in Deutschland?

Abstract

In 2001 the Federal Government of Germany formed by Social Democrats and Green Party declared a policy goal of 20 % of organic farming in Germany by 2010. This objective can only be achieved by behavioural changes of the actors within the food supply chain and consumers. Therefore, the proper political strategy has to be developed. The article starts with a theoretical overview of the social marketing approach. Then the social marketing approach is applied to the development of strategies and measures for the growth of organic production in Germany. The article concludes with a discussion of the suitability of the social marketing concept.