Maria Magnusson

Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour

We designed a questionnaire concerned with attitudes and behaviour towards organic foods, environmentally friendly behaviour (EFB), and perceived consequences of organic food choice in terms of human health, the environment and animal welfare. It was mailed in 1998 to a random nation-wide sample of 2000 Swedish citizens, ages 18-65 years, and 1154 (58%) responded. Self-reported purchase of organic foods was most strongly related to perceived benefit for human health. Performance of EFBs such as refraining from car driving was also a good predictor of purchase frequency. The results indicate that egoistic motives are better predictors of the purchase of organic foods than are altruistic motives.

Attitudes towards organic foods among Swedish consumers

The present study reports demographic differences with respect to Swedish consumers’ attitudes towards organic foods (milk, meat, potatoes, bread), purchase frequency, purchase criteria, perceived availability, and beliefs about organic foods. A random nation‐wide sample of 2,000 respondents, aged 18‐65 years, were mailed a questionnaire and 1,154 (58 per cent) responded. The majority of consumers, and particularly women and young respondents (18‐25 years) reported positive attitudes, but purchase frequency was low. A total of 13 per cent stated that they regularly bought organic milk. Corresponding figures for organic meat, potatoes, and bread were 13, 16, and 8 per cent respectively. The most important purchase criterion was good taste, and the least important was “organically produced”. Approximately half of the respondents were satisfied with the availability of the organic foods. The organic foods were perceived to be more expensive and healthier than conventionally produced alternatives. A major obstacle to the purchase of organic foods was reported to be premium prices. The results suggest that the consumption will not increase as long as important purchase criteria and perceived beliefs about organic foods do not match.

Consumer attitudes towards genetically modified foods.

The present study reports attitudes towards genetically modified (GM) foods among Swedish consumers. A random nation-wide sample of 2,000 addressees, aged 18-65 years, were mailed a questionnaire and 786 (39%) responded. Most of these consumers were rather negative about GM foods. However, males, younger respondents and those with higher level of education were more positive than were females, older respondents and those with lower level of education. A majority of the consumers had moral and ethical doubts about eating GM foods and did not perceive attributes like better taste or lower price beneficial enough to persuade them to purchase GM foods. However, tangible benefits, like being better for the environment or healthier, seemed to increase willingness to purchase GM foods.

Consumer perceptions: pork and pig production. Insights from France, England, Sweden and Denmark.

Consumer focus groups in France, England, Sweden and Denmark were used to obtain insights into the decision-making involved in the choice of fresh pork and attitudes towards todays pig production systems. Many positive perceptions of pork meat were evoked. Negative images of the production systems in use today were expressed, but rationalised in terms of consumer demands, market competition and by comparisons to previous systems of production. Knowledge of production systems appeared of little consequence in terms of any meat market potential as several groups freely remarked that there was no link between the negative images of production methods and their purchase behaviour. The groups were clearly confused and mistrusted the limited information available at the point of purchase. Careful consideration should be given to meat labelling, in particular taking account of the evident consumer ethnocentrism, to assure that such information is targeted to enhance consumer confidence.

Use of functional foods among Swedish consumers is related to health-consciousness and perceived effect.

The aim of the present study was to survey attitudes to and use of functional foods and to investigate which demographic variables and attitudes to diet and health predict consumption of functional foods among Swedish consumers. A questionnaire was developed and sent to 2000 randomly selected Swedish citizens aged between 17 and 75 years. A total of 972 (48%) responded, 53% were female and 44% male. Mean age was 45 years. The results revealed that 84% of respondents were familiar with the concept of functional foods; 83% had consumed/purchased at least one of the seven functional food products presented in the questionnaire. Of those who had consumed a functional food, 25% had perceived effect of it. Positive correlations were seen between consumers perceiving a personal reward from eating functional foods, having an interest in natural products and an interest in general health. Consumption/purchase of functional foods was related to beliefs in the effects of the products, having consumed nutraceuticals or dietary supplements, having a diet-related problem personally or in the family, and a high level of education. The characteristic Swedish functional food consumer has a high level of education, is health-conscious and interested in healthy foods and believes in the health effect of functional foods. Thus, factors other than demographics better explain consumption of FF. However, the study population may represent a more health-conscious segment of the Swedish population in general. Additional studies are therefore required to elucidate the attitudes and use of FF in different consumer groups.

Consumer perceptions of genetically modified and organic foods. What kind of knowledge matters

Consumer perceptions of genetically modified and organic foods. What kind of knowledge matters?

Swedish consumers’ opinions about gene technology

A total of 316 consumers participated in an interview study on their opinions on genetic modification (GM). Most participants were negative to use of GM in general. About 20 percent of the respondents were willing to accept GM foods for marketing in Sweden and were also willing to buy such products. Almost all respondents stated that GM products should be labelled. The respondents were most positive to applications “GM of bacteria for medical purposes (e.g. insulin producing bacteria)” and “Genetic approaches to fighting hereditary diseases”. Males were generally more positive to GM, so were the younger respondents. No significant differences in consumer attitudes were found with respect to level of education or place of residence. The results indicate that Swedish consumers in general are negative towards GM. However, the motives underlying the consumers’ opinions are far from clear. Consumer concerns are very complex and difficult to study. Therefore, individual and group interview strategies could prove to be valuable in attempts to further understand consumer attitudes to this new technology.

CHANCE: a healthy lifestyle in terms of food handling and hygiene

Purpose – The purpose of this paper is to identify knowledge gaps in terms of food handling and hygiene among a population in a selected city district.Design/methodology/approach – This study is a part of the project Community Health Management to Enhance Behaviour (CHANCE), (Lifelong Learning Programme of European Union 2007‐2009). A certain vulnerable group, i.e. older people, were addressed. The study population was recruited by convenience sample. A questionnaire was used to collect data among citizens in a selected city district (n=251). The elderly (71‐80+; n=123) were interviewed face to face, while the younger (21‐70 years; n=128) filled in their data on their own.Findings – One third of the respondents usually measure the temperature in their refrigerator. However, one third revealed knowledge gaps relating to storage temperature for certain food items. Thirty nine per cent changes dishcloths once a week. Twenty per cent of the elderly usually put raw minced meat into their mouth to taste the sea...