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Vem väljer att konsumeraekologiska produkter i Sverige?
Linköping University, Department of Management and Engineering, Economics.
Linköping University, Department of Management and Engineering, Economics.
2016 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
What characterizes the typical consumer of ecological products in Sweden? (English)
Abstract [sv]

På livsmedelsmarknaden finns det olika produkter som konsumenten kan välja mellan. Valensom görs inom dagligvaruhandeln kan påverka individen och samhället på olika sätt, dåprodukter har olika näringsinnehåll och de har producerats under olika förutsättningar. För attkonsumenten ska veta hur olika produkter påverkar individen och samhället finns det olikamärkningar såsom Fairtrade och KRAV. Ekologiska produkter marknadsförs som hälsosammasamtidigt som de ska vara bättre för miljön än icke ekologiska produkter. Den ekologiskamarknaden har ökat de senaste 5 åren. Av den anledningen finner vi det intressant att analyseravem som väljer att konsumera ekologiska produkter och varför.Syftet med studien är att analysera vilka faktorer som påverkar konsumenternas val attkonsumera ekologiska produkter. För att kunna analysera de olika faktorerna användskvantitativa ansatser. Data samlas in genom en enkätundersökning och analyseras medekonometriska tekniker. Resultatet analyseras även med hjälp av ekonomiska teorier.Enkätundersökningen genomförs på den svenska marknaden, i de två kommunerna Norrköpingoch Ockelbo.Studiens resultat indikerar att utbildning, kön, upplevd kunskap om ekologiska märkningar,upplevd mediepåverkan, härkomst och kommun är signifikanta variabler för att förklaraekologisk konsumtion. Resultatet indikerar även att de två viktigaste argumenten för attkonsumera ekologiska produkter är ur hälso- och miljösynpunkt.

Abstract [en]

The consumer can choose between different products at the market of groceries. These choicescan affect the human being and society in different ways, because products do not have thesame nutritional value and they may not have been produced in the same way. Therefore, it isimportant for the consumer to have knowledge about brands like Fairtrade and KRAV. InSweden, the products that are marketed as healthy and environmentally friendly alternatives arecalled ecological products. In the last 5 years, the market of ecological products has increased,because the market shows that the demand of ecological alternatives has increased. For thisreason, we think it is interesting to analyze who the typical consumer of ecological products isand why.The purpose of this study is to analyze which factors that affects the consumer’s choice ofecological products. To analyze the different factors the study is using quantitative methods.The data will be collected from surveys and then analyzed by using econometrical techniques,and the results will be analyzed and examined using economic theories. The survey is beingperformed on the Swedish market, where the municipalities Norrköping and Ockelbo has beenchosen. Norrköping has a substantially larger population than Ockelbo, which we consider is abenefit for the study.The results of the study shows us that education, gender, perceived knowledge about ecologicalbrands, experienced influence from media, a Nordic heritage and municipality are significantvariables to explain ecological consumption. The results also indicate the two most importantarguments for consuming ecological products are those of health and environmentalperspectives.

Place, publisher, year, edition, pages
2016. , 74 p.
Keyword [en]
Ecological products, Consumption patterns, Consumption choices, Logit-model, Altruism, Asymmetric information, Dissonance, The importance of institutions, Utility maximation, Signaling theory.
Keyword [sv]
Ekologiska produkter, Konsumtionsmönster, Konsumtionsval, Logitmodell, Altruism, Asymmetrisk information, Dissonans, Intuitionernas betydelse, Nyttomaximering, Signaleringsteori.
National Category
Economics
Identifiers
URN: urn:nbn:se:liu:diva-130348ISRN: LIU-IEI-FIL-A--16/02332--SEOAI: oai:DiVA.org:liu-130348DiVA: diva2:950598
Subject / course
Master Thesis in Economics
Supervisors
Examiners
Available from: 2016-08-01 Created: 2016-08-01 Last updated: 2016-08-15Bibliographically approved

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