Description: Das Projekt "ERA-net Core Organic II: Healthy growth - From niche to volume with integrity and trust" wird/wurde gefördert durch: Bundesministerium für Land- und Forstwirtschaft, Umwelt und Wasserwirtschaft Österreich. Es wird/wurde ausgeführt durch: Universität Innsbruck, Institut für Soziologie.The project BioHealth comprises the evaluation and monitoring of the success of the eco-region Mühlviertel, which is an important precondition for the successful communication towards policy makers and society. The project is an addition to the core-organic project HealthyGrowth, where we conducted comparative case studies on territorial marketing initiatives in Austria Italy and France. In a meeting in 2014 in Linz the local project partners suggested that the university Innsbruck should conduct a first baseline survey and develop a method which should allow the eco-region to monitor in the future their progress. Moreover, the development of a consistent method is of great importance to allow the comparison of the territorial initiatives researched within the HealthyGrowth project. BioHealth focused on the eco-region Mühlviertel, which aims since 2010 to foster regional development based on the values system of organic farming. The survey comprises three analyses: a online investigation among the stakeholders within the organization, another online survey among the members and a telephone survey among the general population of the Mühlviertel. The topics of the survey were the satisfaction with structure of the organization, marketing and use of the logo, internal and external communication and collaboration, acceptance and awareness of the goals of the eco-region. This pilot survey was concluded in March 2017. The report includes besides the results a description of the methods used and a reflection on the appropriateness of the steps undertaken. This should allow better to understand the decisions taken, to adopt the procedure in the future within the ecoregion and to adapt it to other regions. The results show that the representatives and members are in general quite similar in their assessment. Representatives are often more pragmatic than the members who evaluate the profile and the goals of the eco-region more ideologically. The results show some future challenges in sharpening the profile of the organization where the perceptions differ greatly, even within the members. A major point of discussion was the acceptance of processors who work with organic and conventional lines. Action is required especially concerning marketing and use of the logo. Representatives and members expect an advertising effect through the logo, which they do not perceive yet. This is underpinned by the telephone survey where a majority of 74,6% stated that they do not know the logo. Even if 60% ot the interviewed said they know the eco-region, their detailed knowledge on its goals shows is lacking. The results of the telephone survey show the public considers the goals and benefits of the eco-region as relevant. Especially the answers on the open question about the benefits underpin that the public backs the further development of the eco region.
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Origin: /Bund/UBA/UFORDAT
Tags: Interview ? Marketing ? Fallstudie ? Interessenvertreter ? Ökologischer Landbau ? Befragung ? Regionalentwicklung ? PFEIL15: Biologische Landwirtschaft ?
License: cc-by-nc-nd/4.0
Language: Englisch/English
Time ranges: 2013-04-01 - 2017-06-30
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