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Between values and reality: How do university students in Lund make everyday food purchasing decisions?

Alves de Jesus Rydin, Maria Alice LU (2026) SGED10 20261
Human Geography
Department of Human Geography
Abstract
This study explores how Lund University students navigate everyday food purchasingdecisions in order to better understand young consumers’ needs and behaviours. As Europeanfarmers face growing competition from cheaper imported goods, understanding consumerbehaviour becomes increasingly important for creating more sustainable and locally resilientfood systems (Loughlin, 2024). Students were selected as the study population because theyare at a stage in life where independent consumption has just begun, making theirdecision-making processes more reflective.Using a qualitative approach based on semi-structured interviews with Lund Universitystudents, the study examines how students balance personal values with social, physical, andstructural... (More)
This study explores how Lund University students navigate everyday food purchasingdecisions in order to better understand young consumers’ needs and behaviours. As Europeanfarmers face growing competition from cheaper imported goods, understanding consumerbehaviour becomes increasingly important for creating more sustainable and locally resilientfood systems (Loughlin, 2024). Students were selected as the study population because theyare at a stage in life where independent consumption has just begun, making theirdecision-making processes more reflective.Using a qualitative approach based on semi-structured interviews with Lund Universitystudents, the study examines how students balance personal values with social, physical, andstructural constraints when purchasing food. Particular focus is placed on the tension betweenstudents’ food purchasing ideals and their actual purchasing behaviour.The findings show that students value factors such as health, sustainability, ethicalconsumption, convenience, price, and supporting local producers. However, despite thesevalues, participants frequently prioritised cheaper and more convenient options due toconstraints such as limited budgets, lack of time, accessibility, and unclear informationregarding sustainability and product origin. Food purchasing, therefore, emerged as acontinuous negotiation between ideals and everyday realities.The study identified threedifferent consumer types: price-driven, value-driven, and convenience-driven consumers. Thefindings demonstrate that food purchasing behaviour cannot be understood solely throughindividual values, but must also be analysed through the social and structural conditions inwhich decisions are made. The study further suggests that food producers and local marketsmust consider not only what consumers value, but also whether products are affordable,accessible, clearly communicated, and convenient to integrate into everyday life. (Less)
Please use this url to cite or link to this publication:
author
Alves de Jesus Rydin, Maria Alice LU
supervisor
organization
course
SGED10 20261
year
type
M2 - Bachelor Degree
subject
language
English
id
9232598
date added to LUP
2026-06-15 11:17:59
date last changed
2026-06-15 11:17:59
@misc{9232598,
  abstract     = {{This study explores how Lund University students navigate everyday food purchasingdecisions in order to better understand young consumers’ needs and behaviours. As Europeanfarmers face growing competition from cheaper imported goods, understanding consumerbehaviour becomes increasingly important for creating more sustainable and locally resilientfood systems (Loughlin, 2024). Students were selected as the study population because theyare at a stage in life where independent consumption has just begun, making theirdecision-making processes more reflective.Using a qualitative approach based on semi-structured interviews with Lund Universitystudents, the study examines how students balance personal values with social, physical, andstructural constraints when purchasing food. Particular focus is placed on the tension betweenstudents’ food purchasing ideals and their actual purchasing behaviour.The findings show that students value factors such as health, sustainability, ethicalconsumption, convenience, price, and supporting local producers. However, despite thesevalues, participants frequently prioritised cheaper and more convenient options due toconstraints such as limited budgets, lack of time, accessibility, and unclear informationregarding sustainability and product origin. Food purchasing, therefore, emerged as acontinuous negotiation between ideals and everyday realities.The study identified threedifferent consumer types: price-driven, value-driven, and convenience-driven consumers. Thefindings demonstrate that food purchasing behaviour cannot be understood solely throughindividual values, but must also be analysed through the social and structural conditions inwhich decisions are made. The study further suggests that food producers and local marketsmust consider not only what consumers value, but also whether products are affordable,accessible, clearly communicated, and convenient to integrate into everyday life.}},
  author       = {{Alves de Jesus Rydin, Maria Alice}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Between values and reality: How do university students in Lund make everyday food purchasing decisions?}},
  year         = {{2026}},
}