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IS-Enabled Food Transparency: Unveiling Swedish Consumer Perceptions and Purchase Decisions in a Digitally Mediated Landscape

Tångring, Karl LU and Longo, Jean-Baptiste (2025) INFM10 20251
Department of Informatics
Abstract
Driven by heightened Swedish consumer awareness and demand for verifiable information on food safety, ethics, and sustainability, this thesis empirically investigates how specific transparency attributes, presented via Information Systems (IS), influence trust and purchase decisions, aiming to bridge persistent information asymmetry in supply chains. Employing qualitative methods, including semi-structured interviews and a choice experiment (N=9), the study reveals that detailed local origin and established brand familiarity are key drivers of trust and choice, often outweighing price when compellingly presented. Detailed certification information (specific KRAV data) is valued, whereas abstract metrics like CO2 data are less influential... (More)
Driven by heightened Swedish consumer awareness and demand for verifiable information on food safety, ethics, and sustainability, this thesis empirically investigates how specific transparency attributes, presented via Information Systems (IS), influence trust and purchase decisions, aiming to bridge persistent information asymmetry in supply chains. Employing qualitative methods, including semi-structured interviews and a choice experiment (N=9), the study reveals that detailed local origin and established brand familiarity are key drivers of trust and choice, often outweighing price when compellingly presented. Detailed certification information (specific KRAV data) is valued, whereas abstract metrics like CO2 data are less influential without proper context and interpretability. Findings highlight the critical mediating role of the IS itself: its perceived usability, the credibility of the information source (independent verification preferred), and clear, non-overloading presentation are essential for fostering consumer trust and successful adoption of digital transparency initiatives. This research informs IS and trust theories and provides practical guidance for food industry stakeholders developing effective digital transparency solutions in value-driven markets like Sweden. (Less)
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author
Tångring, Karl LU and Longo, Jean-Baptiste
supervisor
organization
course
INFM10 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Digital Transparency, Information Systems, Swedish Consumers, Trust, Purchase Decisions
language
English
id
9203108
date added to LUP
2025-06-19 14:25:37
date last changed
2025-06-19 14:25:37
@misc{9203108,
  abstract     = {{Driven by heightened Swedish consumer awareness and demand for verifiable information on food safety, ethics, and sustainability, this thesis empirically investigates how specific transparency attributes, presented via Information Systems (IS), influence trust and purchase decisions, aiming to bridge persistent information asymmetry in supply chains. Employing qualitative methods, including semi-structured interviews and a choice experiment (N=9), the study reveals that detailed local origin and established brand familiarity are key drivers of trust and choice, often outweighing price when compellingly presented. Detailed certification information (specific KRAV data) is valued, whereas abstract metrics like CO2 data are less influential without proper context and interpretability. Findings highlight the critical mediating role of the IS itself: its perceived usability, the credibility of the information source (independent verification preferred), and clear, non-overloading presentation are essential for fostering consumer trust and successful adoption of digital transparency initiatives. This research informs IS and trust theories and provides practical guidance for food industry stakeholders developing effective digital transparency solutions in value-driven markets like Sweden.}},
  author       = {{Tångring, Karl and Longo, Jean-Baptiste}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{IS-Enabled Food Transparency: Unveiling Swedish Consumer Perceptions and Purchase Decisions in a Digitally Mediated Landscape}},
  year         = {{2025}},
}