Das RealLabor als Methode der Transformation zur systematischen Entwicklung und prototypischen Erprobung innovativer Marktleistungen für nachhaltigeren Konsum − ein Zwischenbericht

Abstract

As significant economic stakeholders, consumers also influence the economic development of agricultural livestock farming. Through their purchasing behavior, they collectively play a crucial role in financing potential transformation costs. One aspect influencing consumer behavior is their immediate and concrete decision context at the point of sale, which includes pricing and product availability. Many studies tend to neglect this specific context. This neglect may contribute to the often discussed discrepancy between expressed attitude and observable buying behavior. This reinforces the impression that consumer often demand higher standards for agricultural livestock farming, but do not consistently purchase corresponding products. To bridge this gap between attitude and behavior, it appears sensible to collaborate with all relevant stakeholders to develop and test communication and information strategies at the point of sale. This opportunity is provided by living labs (i.e. “RealLabor”). Against this background, this paper outlines the “RealLabor” as a method for transformation research and the systematic development and prototypical testing of innovative approaches in the market for sustainable consumption.