The Impact of Sustainability in The Food Industry on Consumer Behaviour
Lewis, Jonathan (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060817581
https://urn.fi/URN:NBN:fi:amk-2020060817581
Tiivistelmä
The aim of this thesis was to provide information on consumer behaviour related to decisions concerning sustainable food options. The focus group included Finnish consumers over the age of eighteen. Results obtained from this group were then compared to those of previous international studies.
The theoretical framework was established around the ideas of sustainability and consumer behaviour. These two main concepts include subtopics, such as greenwashing and CSR. The food industry was also discussed briefly in the theoretical framework. Secondary data was collected from quality sources: books, journals, other written sources and electronic publications.
The research was conducted using the pluralistic method. The quantitative portion of the study consisted of a questionnaire, which received replies from 127 respondents. Snowball sampling was used by distributing the questionnaire through social media channels. The qualitative part of the study consisted of email interviews with representatives of Nordic companies which are key players in the food industry in Finland. The main themes emerging from the data were pinpointed and summarised.
Observations were made based on the findings. The results indicated attributes which consumers value when purchasing food items: the taste and quality of a food product are the most valued attributes among consumers. Additionally, observations were made concerning the perceptions and values of different consumer groups. The author’s insights from the email interviews were correlated to the results of the consumer survey. The findings allowed the author to make clear recommendations for improving companies’ actions, as well as recommendations to consumers who want to act sustainably. The recommendations included the shift to a more transparent business model for companies, and the need for both companies and consumers to take more responsibility.
The theoretical framework was established around the ideas of sustainability and consumer behaviour. These two main concepts include subtopics, such as greenwashing and CSR. The food industry was also discussed briefly in the theoretical framework. Secondary data was collected from quality sources: books, journals, other written sources and electronic publications.
The research was conducted using the pluralistic method. The quantitative portion of the study consisted of a questionnaire, which received replies from 127 respondents. Snowball sampling was used by distributing the questionnaire through social media channels. The qualitative part of the study consisted of email interviews with representatives of Nordic companies which are key players in the food industry in Finland. The main themes emerging from the data were pinpointed and summarised.
Observations were made based on the findings. The results indicated attributes which consumers value when purchasing food items: the taste and quality of a food product are the most valued attributes among consumers. Additionally, observations were made concerning the perceptions and values of different consumer groups. The author’s insights from the email interviews were correlated to the results of the consumer survey. The findings allowed the author to make clear recommendations for improving companies’ actions, as well as recommendations to consumers who want to act sustainably. The recommendations included the shift to a more transparent business model for companies, and the need for both companies and consumers to take more responsibility.