Changing values and emerging markets – the case of farm animal leasing

Changing social preferences are a consequence from historical, cultural and societal processes. They led to a cultural movement away from materialistic and towards post-materialistic values which often materialize in public goods or externalities. This leads towards an agriculture whose focus shifts from the supply of food towards satisfying post-materialistic needs. As this needs have specific product characteristics, special marketing strategies become necessary. This is to be shown for a characteristic example which, particularly for Switzerland, has become more and more popular during recent years: the leasing of farm animals.