Abstract
Regional development requires the successful management of possible conflicts involving regional identity, technical innovations, economic growth and environmental pollution. Against this background, this thesis explores links between marketing of regions and regional marketing of food in the 'Oldenburger Münsterland', a region in northwest Germany. The objective is to analyse relationships between regional image, the factors that constitute the special identity of a region, and the resulting consequences for marketing of regional foods and marketing of the region itself. Based on principles of behavioural science and the theory of attitude construct, the relevance of behaviour setting and the real consumer behaviour for marketing are explained. To finally arrive at recommendations for a strategic marketing approach, the following subject areas are covered: information processing in the consumer decision making process, consumer behaviour and food risk perception, the image of agribusiness and the relevance of quality issues in a regional food market.
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