VEGETABLE CONSUMPTION AND CONSUMER ATTITUDES TOWARDS ORGANICALLY GROWN VEGETABLES – THE CASE OF SWEDEN

During the 1980s there was decentralization of the concentrated marketing of fresh vegetables in Sweden.
Field production in regions north of the traditional, southernmost province Scania (Skåne) increased.
The latter were marketed alongside imports to the large-scale marketing system with the flows of goods from south to north.

This paper deals with consumer aspects, the demand side of the market, as a determinant of the expansion of production to new regions.
In this marketing system, organically grown products play an increasingly important role.
After an analysis of the development of vegetable consumption during the 1980s, the results of a study of consumer attitudes are presented.
The results show that one third of a sample of 530 interviewees said that they sometimes searched for organically grown products.
The motivations for buying were the absence of ‘poison’, or personal health reasons.
More than half of the persons claimed to be willing to pay more for organically grown products.

Workshop on Measuring Consumer Perception of Internal Product Quality

L. Ekelund

https://doi.org/10.17660/ActaHortic.1990.259.14