Dr. Elisa Bayer
Elisa Bayer studied organic agriculture at the University of Kassel/Witzenhausen, where she completed her bachelor's and master's degrees. The core topics of her studies were sustainable food production, the marketing of agricultural products and species-appropriate livestock farming. She wrote her master's thesis on animal welfare indicators for young hens and laying hens. In 2020, she began her PhD in the project ‘Improving the social acceptance of organic animal husbandry systems – analysis of social expectations and development of trust marketing concepts’ at the Chair of Marketing for Food and Agricultural Products at Georg August University in Göttingen. She completed her PhD on the topic of "Organic animal husbandry from the perspective of society. Expectations, trust and marketing perspectives" in October 2023. Since then, she has been working as a postdoctoral researcher at the chair.
Research focus:
- Social perception and expectations regarding slaughter
- Marketing of organic animal food and sheep and goat products
- Consumer perception of food waste and upcycling products
- Organic animal husbandry from society's perspective – expectations, trust and marketing prospects
- Bayer, E., von Meyer-Höfer, M., Kühl, S. (2023): Hotspot analysis for organic laying hen husbandry - Identification of sustainability problems as potential risk points to lose consumers’ trust. Organic Agriculture. https://doi.org/10.1007/s13165-023-00426-5
- Bayer, E., Spiller, A., Kühl, S. (2023): Consumer expectations towards slaughtering: Are there different expectations towards the slaughter of conventional and organic animals? Journal of Agriculture and Food Research. https://doi.org/10.1016/j.jafr.2023.100695
- Bayer, E., Kühl, S., Busch, G., Spiller, A. (2023): Pasture shooting and mobile slaughterhouses from a consumer’s point of view: Alternative slaughter methods and the meat paradox. British Food Journal. https://doi.org/10.1108/BFJ-02-2023-0107
- Bayer, E., Kühl, S. (2024): To trust or not to trust? Trust Landscape of Organic Animal Husbandry: Mapping Consumer Attitudes and Information Demands in Germany. PLOS Sustainability and Transformation. https://doi.org/10.1371/journal.pstr.0000102
- Bayer, E., Kühl. S. (2024): What lies ahead? Consumer expectations and wishes for organic animal farming. Analyzing improvements to boost confidence in organic livestock farming. Frontieres in Animal Science. doi:10.3389/fanim.2024.1454843
- Busch, G., Bayer, E., Spiller, A., Kühl. S. (2022): `Factory farming`? Public perception of farm sizes and sustainability in animal farming. PLoS Sustainability and Transformation https://doi.org/10.1371/journal.pstr.0000032
Research project:
agri:change – Future through change: Sustainability transformation in the agricultural and food industry in Lower SaxonyThe transformation of agriculture is a task for society as a whole. As part of the five-year joint project agri:change, science, practice, politics and society are working together to develop ways to achieve a resilient, sustainable agricultural and food system. The state of Lower Saxony is funding the project with around 25 million euros from the zukunft.niedersachsen programme together with the Volkswagen Foundation.
The project aims to shape transformation processes, use resources efficiently, improve animal welfare, open up new business areas and promote acceptance and participation. Through transdisciplinary cooperation, practical real-world laboratories and dialogue with stakeholders, the project contributes to ecologically, economically and socially sustainable agriculture in Lower Saxony.
Improving the image and sales profile of sheep and goat products from sustainable and organic farming (VIA)
The aim of the project is to improve the economic situation of (organic) sheep and goat farming by developing strategies and measures to increase the competitiveness of German sheep and goat products through innovative marketing and sales concepts. To this end, the existing research and knowledge gap in the area of consumer perception of (organic) sheep and goat farming and the associated purchasing motives and barriers is to be closed.
Developing solutions for the regional value chain North Sea crab (completed)
The research and development project aims to identify solutions for a regional value chain for brown shrimp fisheries and to evaluate them with regard to their sustainability (ecological, economic, social) according to scientific criteria and standards. For this purpose, both technical and organizational questions, e.g. regional, mechanical peeling using innovative technology in comparison to other technical solutions, as well as organizational questions (regarding marketing channels, efficiency of alternatives or necessary logistics) are analyzed.
The reflection of regional peeling requires comprehensive research on consumer expectations and acceptance of the resulting products and the brown shrimp fishery. The aim of the market analysis sub-project (work package 5) is therefore to identify expectations in the product chain and society and link them to possible products of a regional brown shrimp production. In the process, more sustainable distribution channels and innovative forms of marketing for brown shrimp are to be analyzed.
"Verbesserung der gesellschaftlichen Akzeptanz ökologischer Tierhaltungssysteme" (completed)
Against the background of the social debate about the future of livestock farming in Germany, it is becoming increasingly clear that livestock farming is facing considerable, necessary innovation steps. However, this can only be achieved if the products produced also find a market outlet. Regional initiatives can be a driver of sustainable development. Within the framework of the research project, innovative marketing concepts for products from sustainable, regional livestock farming will be designed and analyzed as an example in southern Lower Saxony. The project is funded by the state of Lower Saxony.