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Integrating Sustainability Goals in Innovation Processes: Applying a Decision Support Tool in a Dual-Purpose Chicken Case Study

1
Leibniz Centre for Agricultural Landscape Research (ZALF), Eberswalder Str. 84, 15376 Müncheberg, Germany
2
Institute of Environmental Science and Geography, University of Potsdam, Karl-Liebknecht-Str. 24-25, 14476 Potsdam, Germany
*
Author to whom correspondence should be addressed.
These authors contributed equally to this work.
Sustainability 2019, 11(14), 3761; https://doi.org/10.3390/su11143761
Received: 3 May 2019 / Revised: 30 June 2019 / Accepted: 8 July 2019 / Published: 10 July 2019
(This article belongs to the Section Sustainable Agriculture, Food and Wildlife)
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Abstract

The innovative dual-purpose chicken approach aims at contributing to the transition towards sustainable poultry production by avoiding the culling of male chickens. To successfully integrate sustainability aspects into innovation, goal congruency among actors and clearly communicating the added value within the actor network and to consumers is needed. The challenge of identifying common sustainability goals calls for decision support tools. The objectives of our research were to investigate whether the tool could assist in improving communication and marketing with respect to sustainability and optimizing the value chain organization. Three actor groups participated in the tool application, in which quantitative and qualitative data were collected. The results showed that there were manifold sustainability goals within the innovation network, but only some goals overlapped, and the perception of their implementation also diverged. While easily marketable goals such as ‘animal welfare’ were perceived as being largely implemented, economic goals were prioritized less often, and the implementation was perceived as being rather low. By visualizing congruencies and differences in the goals, the tool helped identify fields of action, such as improved information flows and prompted thinking processes. We conclude that the tool is useful for managing complex decision processes with several actors involved. View Full-Text
Keywords: value-based sustainability assessment; stakeholder participation; niche level; culling of male chickens; mixed methods value-based sustainability assessment; stakeholder participation; niche level; culling of male chickens; mixed methods
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Zoll, F.; Diehl, K.; Siebert, R. Integrating Sustainability Goals in Innovation Processes: Applying a Decision Support Tool in a Dual-Purpose Chicken Case Study. Sustainability 2019, 11, 3761.

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