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Local produced and organic food for sustainable development
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-9080-2629
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-9227-0443
2017 (English)In: Consuming the Environment / [ed] Eva Åsén Ekstrand, 2017, p. 25-26Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

This study analyses the perceptions of consumers with regard to local produced and organic food in the region of Gävleborg, Sweden. The aim of the study is to investigate consumers` attitudes by giving insight in why consumers buy local produced and organic food and how they conceive them. Quantitative data was collected through the use of structured questionnaire. We approached six hundred seventeen consumers outside twelve grocery stores directly after their shopping.  The study shows consumers have the opinion that local produced and organic food have higher quality than other kind of food,  their production supports sustainable environmental development and promotes the local society and local business. Consumers older than 65 years are more positive than younger ones to local produced and organic food and women are willing to pay more for purchasing the food.

The results illustrate that consumers think it is difficult to allocate local produced and organic food in the stores, the assortment is poor and the prices of organic food are high. The correlations between attitudes regarding Organic, Organic Local produced, and Local produced foods show that the consumers consider them as related, but not identical. It also indicates that consumers have vague attitudes about Local Produced foods and lack knowledge to define them.

Differences in price sensitivity demonstrate that consumers are willing to pay more for Organic and Local produced foods, showing there is value in, and demand for reliable guarantee label systems such as KRAV. We suggest a cooperation between public authorities and business organizations to develop trustworthy guarantee label system for Local produced foods.

We see a need for marketing and information campaigns to develop knowledge of what Organic and Local produced foods stand for to increase trust and awareness. By emphasizing on positive partial characteristics such as non-Genetically modified organisms (GMO) in marketing/information campaigns, negative connotation to organic as expensive may be avoided when educating consumers about the definition of organic foods.

We propose comparative studies in other regions and countries as well as studies about visibility and availability of organic and/or local produced foods in the shops.

Place, publisher, year, edition, pages
2017. p. 25-26
Keywords [en]
local produced food, organic food, consumer, attitudes, sustainability
National Category
Business Administration Food Science Environmental Sciences
Identifiers
URN: urn:nbn:se:hig:diva-25932OAI: oai:DiVA.org:hig-25932DiVA, id: diva2:1170982
Conference
Consuming the Environment 2017 – Multidisciplinary approaches to urbanization and vulnerability, 2nd Biennial International and Interdisciplinary Conference, University of Gävle, Sweden, 4–5 December 2017
Projects
Ditt val spelar roll – konsumentens roll i den moderna livsmedelsproduktionen
Note

Funding: Länsstyrelsen i Gävleborg

Available from: 2018-01-05 Created: 2018-01-05 Last updated: 2018-06-21Bibliographically approved

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Fregidou-Malama, MariaJakobsson, Sonny Karl Oskar

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
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Language
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  • en-GB
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  • Other locale
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