Konsumentens dilemma
A majority of Swedish consumers have a positive attitude towards organic production and the number of organic products on the market is increasing. Despite these positive trends, there are still relatively few consumers who choose to buy organic produced products. According to statistics, only 3%...
| Autor principal: | |
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2004
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10846/ |
| _version_ | 1855571761726226432 |
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| author | Lönn, Mikaela |
| author_browse | Lönn, Mikaela |
| author_facet | Lönn, Mikaela |
| author_sort | Lönn, Mikaela |
| collection | Epsilon Archive for Student Projects |
| description | A majority of Swedish consumers have a positive attitude towards organic production and the
number of organic products on the market is increasing. Despite these positive trends, there
are still relatively few consumers who choose to buy organic produced products. According to
statistics, only 3% of the total sales of food consist of organic products.
The aim with this essay is to understand what is needed, both from the grocery store and the
consumer's point of view, to increase the consumption of organic food.
Information has been collected partly through questionnaire with consumers and partly
through analysis of sales statistics for a selected numbers of products. Then the empirical
material have been analysed in the light of a combination of the Behavioural Perspective
Model (Foxell, 1997) and Kotler's Four P:s (Kotler, 2002).
Consumer's willingness to buy organic products is influenced by a number of different
factors. One important thing is if the grocery store offers a behaviour setting that stimulates
the consumers positive attitude and facilitates their possibilities to collect new information.
Furthermore, the store needs to offer a broad and well-visualised selection of organic
products. The comparison between stores with and without an environmental profile shows
that stores with an environmental profile, to a greater extent, have succeeded in creating a
situation that stimulates the consumers wish to buy organic products.
Another interesting result is that consumer with more than average knowledge of organic
production seems to be less sensitive for the price. This group also has a more positive
attitude and that strengthen the possibility that the consumer will buy an organic alternative.
The goal is to educate the big majority of consumers that, despite a positive attitude, yet don't
buy organic products. With increased knowledge they may be convinced to use their positive
attitude and change their behaviour. Hopefully, the behaviour later on can evolve to a habit of
buying organic products. Results from the multiple-regressions analyses shows that a
consumer that buy a certain organic product only is affected by changes in price in equivalent
organic products and not by the conventional alternatives. Furthermore its seems that
consumers who choose to buy organic products are less price sensitive.
The conclusion from the analysis is that lacking knowledge about organic production is the
main reason to why many consumers don't by organic food. Increased information in the
stores would probably be the simplest and most efficient way of increasing consumption of
organic products. |
| format | Otro |
| id | RepoSLU10846 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2004 |
| publishDateSort | 2004 |
| record_format | eprints |
| spelling | RepoSLU108462017-09-25T09:00:16Z https://stud.epsilon.slu.se/10846/ Konsumentens dilemma Lönn, Mikaela Consumer economics A majority of Swedish consumers have a positive attitude towards organic production and the number of organic products on the market is increasing. Despite these positive trends, there are still relatively few consumers who choose to buy organic produced products. According to statistics, only 3% of the total sales of food consist of organic products. The aim with this essay is to understand what is needed, both from the grocery store and the consumer's point of view, to increase the consumption of organic food. Information has been collected partly through questionnaire with consumers and partly through analysis of sales statistics for a selected numbers of products. Then the empirical material have been analysed in the light of a combination of the Behavioural Perspective Model (Foxell, 1997) and Kotler's Four P:s (Kotler, 2002). Consumer's willingness to buy organic products is influenced by a number of different factors. One important thing is if the grocery store offers a behaviour setting that stimulates the consumers positive attitude and facilitates their possibilities to collect new information. Furthermore, the store needs to offer a broad and well-visualised selection of organic products. The comparison between stores with and without an environmental profile shows that stores with an environmental profile, to a greater extent, have succeeded in creating a situation that stimulates the consumers wish to buy organic products. Another interesting result is that consumer with more than average knowledge of organic production seems to be less sensitive for the price. This group also has a more positive attitude and that strengthen the possibility that the consumer will buy an organic alternative. The goal is to educate the big majority of consumers that, despite a positive attitude, yet don't buy organic products. With increased knowledge they may be convinced to use their positive attitude and change their behaviour. Hopefully, the behaviour later on can evolve to a habit of buying organic products. Results from the multiple-regressions analyses shows that a consumer that buy a certain organic product only is affected by changes in price in equivalent organic products and not by the conventional alternatives. Furthermore its seems that consumers who choose to buy organic products are less price sensitive. The conclusion from the analysis is that lacking knowledge about organic production is the main reason to why many consumers don't by organic food. Increased information in the stores would probably be the simplest and most efficient way of increasing consumption of organic products. Majoriteten av Sveriges konsumenter är positivt inställda till ekologisk produktion och utbudet av ekologiska livsmedel på marknaden ökar stadigt. Trots dessa gynnsamma tendenser är det relativt få konsumenter som verkligen väljer att köpa ekologiskt producerat. Enligt statistiken utgör de ekologiska produkterna endast 3% av det totala försäljningsvärdet av livsmedel i Sverige (Furemar, 2003). Syftet med denna uppsats är att försöka förstå vad som krävs, både av livsmedelsbutiken och konsumenten själv, för att konsumtionen av ekologiska livsmedel ska öka. Undersökningen bygger på en kvantitativ metod där information insamlats dels genom enkätundersökningar med konsumenter och dels genom kassadataanalyser för ett urval produkter. Det empiriska materialet har därefter analyserats med hjälp av en kombination av Beteende Perspektiv Modellen (Foxall, 1997) och Kotler’s klassiska fyra P:n (Kotler, 2002). Resultatet visar att det finns flera faktorer som inverkar på konsumentens benägenhet att köpa ekologiskt producerade varor. Dels krävs det att konsumenten har en positiv inställning till ekologisk produktion och att de besitter ett visst mått av kunskap på området. Dels krävs det att livsmedelsbutiken erbjuder en inköpssituation som stimulerar konsumentens positiva attityd och underlättar kunskapsinhämtandet. Det fordras dessutom att butiken kan erbjuda ett brett och väl synliggjort ekologiskt sortiment så att konsumenten ges möjlighet att agera i enlighet med sin övertygelse. Jämförelsen mellan butiker med och utan miljöprofil visade att miljöbutikerna i högre utsträckning lyckats skapa en inköpssituation som verkar stimulerande på konsumentens önskan att köpa ekologiskt. Ett annat samband som undersökningen påvisar är att ökad kunskap minskar konsumentens priskänslighet, stärker den positiva attityden och ökar sannolikheten för att konsumenten ska köpa de ekologiska alternativen. Målet är alltså att nå ut med information till den stora andel av konsumenterna som trots en positiv inställning endast köper ekologiska produkter ibland. Genom kunskap ökar sannolikheten för att dessa konsumenters positiva attityd ska utvecklas till ett reellt beteende. Förhoppningsvis utvecklas detta beteende därefter till en vana. Resultat från multipel - regressionsanalyserna visar att konsumenter som köper en viss ekologisk produkt endast påverkas av prisförändringar hos likvärdiga ekologiska produkter och inte av de konventionella alternativen. Dessutom tycks det som att konsumenter som väljer att köpa ekologiska produkter är mindre känsliga för priset än andra. Slutsatsen är att bristande kunskap om ekologisk produktion är den främsta anledningen till de ekologiska produkternas låga marknadsandel. Utökad konsumentinformation i butiken skulle troligen vara den enklaste och effektivaste metoden för att höja konsumtionen av ekologiska livsmedel. iii 2004-08-23 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10846/1/lonn_m_170925.pdf Lönn, Mikaela, 2003. Konsumentens dilemma : ekologiskt eller konventionellt?. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7118 swe |
| spellingShingle | Consumer economics Lönn, Mikaela Konsumentens dilemma |
| title | Konsumentens dilemma |
| title_full | Konsumentens dilemma |
| title_fullStr | Konsumentens dilemma |
| title_full_unstemmed | Konsumentens dilemma |
| title_short | Konsumentens dilemma |
| title_sort | konsumentens dilemma |
| topic | Consumer economics |
| url | https://stud.epsilon.slu.se/10846/ https://stud.epsilon.slu.se/10846/ |