Food production in Austria: Where is the buyer's awareness?
Food production in Austria: Where is the buyer's awareness?
In a dramatic call to responsible, the founders of the association "Land creates life", Hannes Royer and Maria Fanninger, indicate the alarming discrepancy between the wishes of consumers and their actual buying behavior. "We are a hypocritical society," said Royer, as he points to the bankruptcy of the "Labonca" organic farm by Norbert Hackl. Despite the increasing demand for biologically produced foods, the reality shows that only 4 % of Austrian pig production are biological, whereby consumers' demand is even deeper than expected. In 2023, the general bioconsum was only 1.4 %, while the majority is exported to Berlin, so Royer in a recent report on food consumption in Austria, as from Zeitung reported.
The association, which has been extensively informed about food, its origin and the effects on the environment and health since its foundation in 2014, emphasizes the need for a change in consumer. Despite the informative work, many people are still unconscious that their purchase decisions are made direct production orders. This reality is reinforced by the high food waste from households: food worth 800 euros is thrown away per year. Fanninger emphasizes that 70 % of our decisions are subconscious and 90 % emotionally made, which illustrates the complexity of the buying behavior. According to
Despite the demands for more ethical consumption, the trade structures seem to promote the trend towards cheap offers. Of 2023, figures show that 44 % of meat purchase in Austria takes place in special promotions, while products such as beer and coffee are often sold in actions. This shows how deeply the price discussion is rooted in the purchase decision, which, according to the Royer, undermines massive investments in animal welfare initiatives if consumers ultimately reach for the cheapest prices. Overall, each Austrian consumes 1.5 tons of food every year, but the big question remains whether the increasing desire for ethically produced products also leads to an actual rethink in buying behavior. The founders remain optimistic that increased clarification and more transparent information about products can lead to better awareness and higher quality foods in the long term, but emphasize that the responsibility is ultimately with consumers themselves. criticism of the buying behavior of consumers
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| Ort | Schladming, Österreich |
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