{"title":"Orchard meadows: consumer perception and communication of a traditional agroforestry system in Germany","authors":"Sophia M. Philipp, Katrin Zander","doi":"10.1007/s10457-023-00840-4","DOIUrl":null,"url":null,"abstract":"<div><p>Europe has a large variety of historic cultural agroforestry systems which provide numerous ecosystem services. Traditional agroforestry landscapes are characterized by a high level of biodiversity, but they lack an economic basis due to considerable time and financial effort required for cultivation, maintenance, and harvesting. Orchard meadows (OM) are a typical example for agroforestry systems. They combine large fruit trees with undercropping or livestock raising. This study investigates consumer knowledge and preferences for OM products and the possibilities of improved communication to increase consumer demand. Focus groups were conducted with German consumers. The results demonstrate that consumers have a very positive perception of OM juice in terms of taste, local production, health, and environmental benefits. In order to increase the demand for OM juice, communication with consumers needs to be improved by highlighting these positive attributes.</p></div>","PeriodicalId":7610,"journal":{"name":"Agroforestry Systems","volume":"97 5","pages":"939 - 951"},"PeriodicalIF":2.0000,"publicationDate":"2023-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://link.springer.com/content/pdf/10.1007/s10457-023-00840-4.pdf","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Agroforestry Systems","FirstCategoryId":"97","ListUrlMain":"https://link.springer.com/article/10.1007/s10457-023-00840-4","RegionNum":3,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"AGRONOMY","Score":null,"Total":0}
引用次数: 2
Abstract
Europe has a large variety of historic cultural agroforestry systems which provide numerous ecosystem services. Traditional agroforestry landscapes are characterized by a high level of biodiversity, but they lack an economic basis due to considerable time and financial effort required for cultivation, maintenance, and harvesting. Orchard meadows (OM) are a typical example for agroforestry systems. They combine large fruit trees with undercropping or livestock raising. This study investigates consumer knowledge and preferences for OM products and the possibilities of improved communication to increase consumer demand. Focus groups were conducted with German consumers. The results demonstrate that consumers have a very positive perception of OM juice in terms of taste, local production, health, and environmental benefits. In order to increase the demand for OM juice, communication with consumers needs to be improved by highlighting these positive attributes.
期刊介绍：
Agroforestry Systems is an international scientific journal that publishes results of novel, high impact original research, critical reviews and short communications on any aspect of agroforestry. The journal particularly encourages contributions that demonstrate the role of agroforestry in providing commodity as well non-commodity benefits such as ecosystem services. Papers dealing with both biophysical and socioeconomic aspects are welcome. These include results of investigations of a fundamental or applied nature dealing with integrated systems involving trees and crops and/or livestock. Manuscripts that are purely descriptive in nature or confirmatory in nature of well-established findings, and with limited international scope are discouraged. To be acceptable for publication, the information presented must be relevant to a context wider than the specific location where the study was undertaken, and provide new insight or make a significant contribution to the agroforestry knowledge base
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