Reputation of commercial fruit production - effects on internal and public perception and on the decision-making behaviour of landlords in granting lease contracts
Creators: name: Brenneke, Iris
Publisher: name: Hannover : Institutionelles Repositorium der Leibniz Universität Hannover
Year: 2024
Subjects: subject: reputation
subject: perceptions
subject: commercial fruit growing
subject: consumer study
subject: tenant selection
subject: Reputation
subject: Wahrnehmung
subject: Erwerbsobstbau
subject: Konsumentenstudie
subject: Pächterwahl
subject: Dewey Decimal Classification::500 | Naturwissenschaften

description: In the context of a dynamic environment and increasing societal demands for sustainable production in the horticultural sector, the reputation and perceptions of this industry, particularly those of com-mercial fruit growing, are in focus. Reputation, as the aggregated perception of companies, industries, or segments, plays a crucial role in success and interaction with stakeholders. A differentiated analysis at the industry and segment levels is considered necessary to address the heterogeneous structures within horticulture. In a three-stage research approach, an appropriate measurement model for assessing the industry's reputation is first developed through a comprehensive literature review. Indicators for reputation as-sessment are differentiated into formative and reflective, captured in a 'multiple indicators and multi-ple causes' (MIMIC) model, and supplemented by moderating variables. In an expert survey, (N=102) horticultural consultants are interviewed online to capture the internal perspective on the reputation of the industry, particularly commercial fruit growing. The method includes qualitative content analysis following Mayring's approach for the evaluation of free-text questions, which allows a qualified and specific assessment of internal aspects of reputation. The subsequent consumer survey (N=751) cap-tures the external perspective and consumer perception through multiple regression and factor anal-ysis. The results indicate a predominantly positive perception of commercial fruit growing. Finally, landowners of agricultural land are included as a third stakeholder group. Their preferences regarding the selection of tenants are analysed using a choice experiment and an online survey. Choice-Based Conjoint (CBC) analysis and Latent Class Analysis (LCA) are employed to consider social characteristics and various management practices in addition to the offered lease price. Additionally, the study investigates the indications of potential discrimination against commercial fruit growers in obtaining new lease areas compared to other farmers. The results indicate that the lease price and the planned management approach are crucial factors for successful leasing. Overall, the results underline the significance of the social reputation of farmers, particularly in the context of land leasing. A nuanced understanding of the perception of various stakeholders is essential for successful agricultural practice. Despite some limitations (sample size, subjective perceptions, time dynamics), the chosen methodology provides valuable insights into the factors influencing the reputa-tion of commercial fruit growing. A differentiated examination of the perception of different stake-holders and adapted communication strategies are crucial for the success of the industry.