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Konsumenters inställning till cirkulära livsmedelsprodukter

Sjögren, Emma LU (2018) MVEK02 20181
Studies in Environmental Science
Abstract
Food loss is of great importance considering its waste of natural resources and the negative environmental impact caused by the food industry. To reduce food loss, some actors donate, produce and retail what we here entitle circular food products: products made from food loss. However, the market for these types of products is neither stable or certain and there is a need for increasing the value and demand of these products.

The aim of this study was therefore to evaluate possible measures to increase the value and demand of circular food product. This by studying consumers’ attitude towards them. A survey was made in order to identify which factors (price, environmental impact, lasting time and appearance) consumers find important... (More)
Food loss is of great importance considering its waste of natural resources and the negative environmental impact caused by the food industry. To reduce food loss, some actors donate, produce and retail what we here entitle circular food products: products made from food loss. However, the market for these types of products is neither stable or certain and there is a need for increasing the value and demand of these products.

The aim of this study was therefore to evaluate possible measures to increase the value and demand of circular food product. This by studying consumers’ attitude towards them. A survey was made in order to identify which factors (price, environmental impact, lasting time and appearance) consumers find important when purchasing food products, their attitude towards circular food products and what they believe is necessary to increase the value and demand of these products.

This study shows that environmental impact is the most important factor when selecting food products, while appearance is the least important factor. Furthermore, consumers have a positive attitude towards circular food products. However, this does not confirm that they would in fact purchase these products, relating to previous studies on the gap between environmental attitude and behavior as well as barriers to pro-environmental behavior. The respondents believed information and knowledge about food loss and its environmental impacts would be the most effective action in order for people to consume circular food products. More advertising of circular food products, as well as a reasonable price, was also suggested. To conclude, these actions may not be sufficient enough to decrease food loss from the food industry. However, it is a good start in order to make people more involved in environmental issues and make pro-environmental decisions. (Less)
Popular Abstract (Swedish)
En tredjedel av all mat som produceras världen över slängs. Det innebär många bortkastade resurser och en onödigt stor miljöpåverkan från livsmedelsindustrin. Omkring 90 % av all mat som slängs från butiker i Sverige är matsvinn: mat som hade kunnat användas om det hanterats annorlunda. I dagsläget finns det en del aktörer som arbetar med matsvinnsreducerande åtgärder, bland annat tillverkning av cirkulära livsmedelsprodukter: produkter gjorda av matsvinn. Konsumenter verkar ha en positiv inställning till sådana produkter, men ändå finns det få konsumenter av produkterna och konsumenter verkar sällan agera i linje med sitt tyckande. Frågan är varför?

Denna enkätstudie visar att miljöpåverkan i många fall var av stor betydelse för... (More)
En tredjedel av all mat som produceras världen över slängs. Det innebär många bortkastade resurser och en onödigt stor miljöpåverkan från livsmedelsindustrin. Omkring 90 % av all mat som slängs från butiker i Sverige är matsvinn: mat som hade kunnat användas om det hanterats annorlunda. I dagsläget finns det en del aktörer som arbetar med matsvinnsreducerande åtgärder, bland annat tillverkning av cirkulära livsmedelsprodukter: produkter gjorda av matsvinn. Konsumenter verkar ha en positiv inställning till sådana produkter, men ändå finns det få konsumenter av produkterna och konsumenter verkar sällan agera i linje med sitt tyckande. Frågan är varför?

Denna enkätstudie visar att miljöpåverkan i många fall var av stor betydelse för respondenterna vid val av livsmedel. Respondenterna var positiva till matsvinnsreducerande åtgärder som utförsäljning av varor nära sitt bäst före-datum och försäljning av produkter gjorda av matsvinn - men ändå verkar efterfrågan av dessa produkter liten och marknaden otydlig. Information om livsmedel och matsvinn den åtgärd flest respondenter ansåg bäst lämpad för att få människor att konsumera produkter gjorda av matsvinn. Många ansåg att man litar blint på bäst före-datum och mindre på sina sinnen, som att lukta och smaka på varorna, innan de slängs. En tredjedel av respondenterna ansåg att produkter gjorda av matsvinn bör vara gratis eller ha ett lägre pris än alternativet. Resterande tredjedel ansåg att en bra marknadsföring med en tydlig miljöprofil var lösningen för att öka konsumtionen av produkterna.

Matsvinn uppstår i alla led av livsmedelskedjan, från jord till bord. En vanlig orsak till uppkomsten av matsvinn i livsmedelsbutik är höga konsumentkrav på varors utseende, hållbarhetstid och pris. För att möta och förstå dessa konsumentkrav, och därmed minska matsvinnet, krävs kunskap om vad som får människan att konsumera miljömedvetet samt innovativa matsvinnsreducerande åtgärder. (Less)
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author
Sjögren, Emma LU
supervisor
organization
course
MVEK02 20181
year
type
M2 - Bachelor Degree
subject
keywords
matsvinn, livsmedel, cirkulär ekonomi, cirkulära livsmedelsprodukter, konsument, attitude behavior gap
language
Swedish
id
8944640
date added to LUP
2018-06-08 16:30:09
date last changed
2018-06-08 16:30:09
@misc{8944640,
  abstract     = {Food loss is of great importance considering its waste of natural resources and the negative environmental impact caused by the food industry. To reduce food loss, some actors donate, produce and retail what we here entitle circular food products: products made from food loss. However, the market for these types of products is neither stable or certain and there is a need for increasing the value and demand of these products. 

The aim of this study was therefore to evaluate possible measures to increase the value and demand of circular food product. This by studying consumers’ attitude towards them. A survey was made in order to identify which factors (price, environmental impact, lasting time and appearance) consumers find important when purchasing food products, their attitude towards circular food products and what they believe is necessary to increase the value and demand of these products. 

This study shows that environmental impact is the most important factor when selecting food products, while appearance is the least important factor. Furthermore, consumers have a positive attitude towards circular food products. However, this does not confirm that they would in fact purchase these products, relating to previous studies on the gap between environmental attitude and behavior as well as barriers to pro-environmental behavior. The respondents believed information and knowledge about food loss and its environmental impacts would be the most effective action in order for people to consume circular food products. More advertising of circular food products, as well as a reasonable price, was also suggested. To conclude, these actions may not be sufficient enough to decrease food loss from the food industry. However, it is a good start in order to make people more involved in environmental issues and make pro-environmental decisions.},
  author       = {Sjögren, Emma},
  keyword      = {matsvinn,livsmedel,cirkulär ekonomi,cirkulära livsmedelsprodukter,konsument,attitude behavior gap},
  language     = {swe},
  note         = {Student Paper},
  title        = {Konsumenters inställning till cirkulära livsmedelsprodukter},
  year         = {2018},
}