Testing of communication tools on ethical values with focus groups

Raffaele Zanoli; Simona Naspetti

Testing of communication tools on ethical values with focus groups

In: Ethical futures: bioscience and food horizons

Authors:

Raffaele Zanoli

Raffaele Zanoli Dipartimento di Ingegneria Informatica,Gestionale e dell’Automazione, Facoltà di Ingegneria, Università Politecnica delle Marche, Italy; zanoli@agrecon.univpm.it

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Simona Naspetti

Simona Naspetti Dipartimento di Ingegneria Informatica,Gestionale e dell’Automazione, Facoltà di Ingegneria, Università Politecnica delle Marche, Italy; zanoli@agrecon.univpm.it

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Type:: Chapter

Pages:: 406–411

DOI:: https://doi.org/10.3920/9789086866731_069

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Organic farmers and processors are often engaged in activities with ethical content that are well beyond European Organic standards, but communication about such activities is still problematic and largely unexplored. A public call to advertising companies was carried out for the production of communication tools (e.g. product labels) using the most promising arguments to communicate such ethical values, often referred to as organicPlus values. These arguments were identified through a specially devised survey in a previous stage of the research project, and consisted of: animal welfare, regional/local products, fair prices to farmers. Two ‘creative ideas’ for each argument were developed and will be tested in each country by Focus Group discussions (three focus groups per country) to find out the most promising for each country. A recall-test by telephone with the participants to the Focus Group discussions ten days after the discussions will identify participants’ recollection of the main ethical arguments and therefore help to choose the most promising proposals. In this paper we discuss the methodological problems derived from implementing such approach in a multi-cultural, international context.

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Ethical futures: bioscience and food horizons

E-Book ISBN:: 9789086866731

Publisher:: Wageningen Academic

Print Publication Date:: 30 Oct 2009

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- Life Sciences

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Testing of communication tools on ethical values with focus groups

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Ethical futures: bioscience and food horizons

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