Swedish Consumer Attitudes Towards Organic Foods

British Food Journal
Attitudes towards organic foods among Swedish consumers

Maria K. Magnusson Anne Arvola Ulla-Kaisa Koivisto Hursti Lars Åberg Per-Olow Sjödén
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Attitudes towards organic Attitudes

towards organic
foods among Swedish foods
consumers
Maria K. Magnusson, Anne Arvola and 209
Ulla-Kaisa Koivisto Hursti
Department of Public Health and Caring Sciences,
Section of Caring Sciences, University of Uppsala, Uppsala Science Park,
Uppsala, Sweden
Ê berg
Lars A
School of Transportation and Society, Dalarna University,

BorlaÈnge, Sweden, and
Per-Olow SjoÈdeÂn
Department of Public Health and Caring Sciences,
Section of Caring Sciences, University of Uppsala, Uppsala Science Park,
Uppsala, Sweden
Keywords Consumer attitudes, Organic foods, Attitude-behaviour discrepancy
Abstract The present study reports demographic differences with respect to Swedish consumers'
attitudes towards organic foods (milk, meat, potatoes, bread), purchase frequency, purchase criteria,
perceived availability, and beliefs about organic foods. A random nation-wide sample of 2,000
respondents, aged 18-65 years, were mailed a questionnaire and 1,154 (58 per cent) responded. The
majority of consumers, and particularly women and young respondents (18-25 years) reported
positive attitudes, but purchase frequency was low. A total of 13 per cent stated that they regularly
bought organic milk. Corresponding figures for organic meat, potatoes, and bread were 13, 16, and
8 per cent respectively. The most important purchase criterion was good taste, and the least
important was `òrganically produced''. Approximately half of the respondents were satisfied with the
availability of the organic foods. The organic foods were perceived to be more expensive and healthier
than conventionally produced alternatives. A major obstacle to the purchase of organic foods was
reported to be premium prices. The results suggest that the consumption will not increase as long as
important purchase criteria and perceived beliefs about organic foods do not match.
Introduction
Research related to consumer preferences and demand for organic foods is
sparse (Huang, 1996; Wilkins and Hillers, 1994). In the majority of studies,
many consumers (33-61 per cent) declare that they have a preference for and an
interest in organically produced foods (Ekelund, 1989; Misra et al., 1991;
Wandel and Bugge, 1997; Wilkins and Hillers, 1994). Yet, the proportion of
consumers who purchase organic foods regularly is low (von Alvensleben,
Parts of the present findings were presented at 1999 Joint Meetings of the Agriculture, Food and
Human Values Society and the Association for the Study of Food and Society in Toronto
British Food Journal,
3-6 June 1999. This research was supported by grants from the Swedish Foundation for Vol. 103 No. 3, 2001, pp. 209-226.
Strategic Environmental Research to the research programme: FOOD-21: Sustainable agriculture. # MCB University Press, 0007-070X
BFJ 1998; Grunert, 1993; Grunert and Kristensen, 1995; Roddy et al., 1996; Wandel
103,3 and Bugge, 1997). Roddy and co-workers (1996) found that 10 per cent of Irish
consumers were frequent buyers, i.e. they bought organic foods at least once a
week. The results from a Norwegian study are similar in that 13 per cent
reported often buying organic foods (Wandel and Bugge, 1997). A study among
Danish consumers (Grunert and Kristensen, 1995) demonstrated that 8 per cent
210 were regular buyers of organic milk and cream. Corresponding figures for
vegetables and meat were 23 per cent and 3 per cent respectively (Grunert and
Kristensen, 1995). However, a consumer survey from California shows a
different pattern. As many as 23 per cent stated that they regularly purchased
organic foods (Jolly, 1991). Findings from three German consumer surveys in
1984, 1989 and 1994 show that the proportion of frequent buyers of organic
foods have increased from 1984 (5 per cent) to 1994 (15 per cent) (von
Alvensleben, 1998). In an early Swedish study, 19 per cent of the interviewees

said that they deliberately searched for organic foods (Ekelund, 1989), and
more recently (Mathisson and Schollin, 1994) around 20 per cent of consumers
in a few large Swedish cities stated that they bought organic vegetables
regularly. The results from these studies are difficult to compare, since they
employ different criteria for ``regular purchases'', and their focuses vary
between specific food items, product categories and organic foods in general.
The concept of `òrganic food'' seems to be well-known by many consumers.
A total of 91 per cent of Irish consumers had heard of organic foods (Roddy et
al., 1996) and the majority (93 per cent) in northern Germany knew about
organic foods (von Alvensleben and Altmann, 1987). This conclusion appears
to be valid also among Swedish consumers (Mathisson and Schollin, 1994).
Thus, a majority of consumers seem to have at least some notion of the concept
of `òrganic food''.
Consumer surveys demonstrate that the major motive for buying organic
foods seems to be health-related (von Alvensleben, 1998; Ekelund, 1989; Huang,
1996; Mathisson and Schollin, 1994; Schifferstein and Oude Ophuis, 1998;
Tregear et al., 1994; Wandel and Bugge, 1997). Environmental concern is
apparently not as strong a motive as health (von Alvensleben, 1998; Ekelund,
1989; Mathisson and Schollin, 1994; Schifferstein and Oude Ophuis, 1998;
Tregear et al., 1994). As an example, Tregear and co-workers (1994) found that
54 per cent of Scottish consumers' who claimed that they purchased organic
foods, did so because of concern for their own or their family's health, whereas
only 9 per cent stated that they purchased organic foods out of concern for the
environment. In their study of Dutch consumers, Schifferstein and Oude
Ophuis (1998) concluded that health is a more important buying motive for
incidental buyers than for heavy buyers, and that heavy buyers purchase
organic foods for health as well as environmental reasons. Consumers who had
used organic foods earlier bought these more often (Schifferstein and Oude
Ophuis, 1998), and they tended to have more positive attitudes than those who
had no previous experience (Roddy et al., 1996). Jolly (1991) found that organic
food buyers and non-buyers differed in their ratings of the quality of organic
foods compared to conventional alternatives: the former were more concerned Attitudes
about preservatives and additives, residues, food irradiation, artificial towards organic
colouring, sugar and salt. Thus, the major buying motives for organic food are foods
related to health or to the environment and seem to differ between regular
buyers and non-buyers.
Wandel and Bugge (1997) have demonstrated age differences with respect to
purchase motives. Young consumers appear to base their choice of organic 211
foods more on considerations for the environment, whereas old consumers are
more influenced by considerations for their own health (Wandel and Bugge,
1997). Using cluster analysis, von Alvensleben and Altmann (1987) found two
consumer types that both had a rather high consumption of organic foods but
differed in their purchase motives. These were young people with a strong
criticism of the conventional food supply, and older people with a strong health
consciousness and a positive view of the ``bio-'' and health food store
atmosphere (von Alvensleben and Altmann, 1987). A Californian consumer
survey suggests that organic food buyers tend to be younger than non-buyers
(Jolly, 1991). Previous research also shows that women tend to be more
interested in organic foods than men (Mathisson and Schollin, 1994; Wandel
and Bugge, 1997), and that people with higher education seem to be more
willing to pay more for organic foods (Jolly, 1991; Wandel and Bugge, 1997).
The demand for organic foods seems to be positively correlated with income
(von Alvensleben and Altmann, 1987). Thus, buying motives and interest in
organic foods seem to be related to demographic factors such as age, gender,
and level of education.
A major obstacle to the purchase of organic foods is the existing price
difference (von Alvensleben and Altmann, 1987; Grunert and Kristensen, 1995;
Jolly, 1991; Mathisson and Schollin, 1994; Roddy et al., 1996; Tregear et al.,
1994). However, many authors point out that consumers seem to be willing to
pay a little more, about 5-10 per cent, for organic foods (von Alvensleben and
Altmann, 1987; Ekelund, 1989; Grunert and Kristensen, 1995; Jolly, 1991;
Konsumentverket, 1998; Mathisson and Schollin, 1994; Ott, 1990; Wandel and
Bugge, 1997). Another often cited obstacle is that organic foods have limited
availability (Jolly, 1991; Mathisson and Schollin, 1994; Roddy et al., 1996;
Tregear et al., 1994; Wandel and Bugge, 1997). An additional reason for not
buying organic foods is that consumers are content with the conventional food
supply (Ekelund, 1989; Mathisson and Schollin, 1994). Nearly half of Swedish
consumers who did not demand organically grown products claimed either to
be content with the conventional products, or to be simply not interested in any
other products (Ekelund, 1989). Thus, two major obstacles to purchasing
organic foods seem to be the existing price difference and limited availability.
The organic food labelling system in Sweden is administered mainly by a
third-party organisation, KRAV, which develops the standards for organic
produce, ensures that the standards are followed and promotes the KRAV
label. A Swedish survey found that 73 per cent (of 1,042 consumers) were
acquainted with the fact that KRAV-labelled products are produced by
BFJ officially approved organic production methods (Statens offentliga
103,3 utredningar, 1999).
The aim of the current study was to gain knowledge about Swedish
consumers' perceptions of organic foods. To that end, attitudes, purchase
criteria, purchase frequency, perceived availability, and beliefs about organic
foods were studied in a representative sample of consumers. Three main issues
212 were approached: possible gender, age and other demographic differences, the
extent to which attitudes are related to purchase behaviour, and interpretations
of possible attitude-behaviour concordance or discrepancies.
Methods
Subjects
A total of 2,000 subjects, aged 18-65 years (representing approximately 60 per
cent of the Swedish population, Pop), were recruited by random selection from
the national population register (Sema Group, 1998). The distribution of
subjects in age groups were 18-25 years, 15 per cent; 26-35, 23 per cent; 36-45, 22
per cent; 46-55, 23 per cent; and 56-65, 17 per cent. Questionnaires were mailed
to subjects during the spring of 1998, and those not responding were sent two
reminders. Below, the most recent available data for the entire Swedish
population[1,2] are given after the abbreviation Pop. The total number of
subjects responding was 1,154 (58 per cent). A total of 46 per cent of those were
men (Pop 49 per cent), and 54 per cent women (Pop 51 per cent). Mean age was
40.6 13.2 years. The distribution of participants across age groups was
almost identical for that of the entire sample: 18-25 years (17 per cent), 26-35 (23
per cent), 36-45 (21 per cent), 46-55 (23 per cent), and 56-65 (16 per cent). The
majority (73 per cent) were married or cohabitants, 20 per cent were single, and
5 per cent were living with their parents. For comparison purposes,
respondents were categorised in two groups: those with and those without
children still living at home. There were three educational-level response
options: elementary school or nine-year compulsory education (21 per cent, Pop
30 per cent); a degree from folk high-school, or two or three years of upper
secondary school (52 per cent, Pop 44 per cent); and university or university
college education (27 per cent, Pop 24 per cent). Thus, the sample contains an
over-representation of respondents with university and upper secondary
education. Comparisons were made between consumers with and without
university education. Respondents who completed the questionnaire received a
lottery ticket (value approximately $US3) or could donate the same amount to
charities (Swedish Save the Children, or the Swedish Children's Cancer
Foundation). A total of 55 per cent chose the lottery ticket.
Questionnaire
Four foods were selected as targets: milk, meat, potatoes, and bread. Milk was
selected because, at the time of the study, it was the most widely available
organic food in Sweden, and potatoes were almost equally available, but
organic bread and meat had just begun to become available in supermarkets.
However, their price was much higher than that of conventionally produced Attitudes
counterparts. towards organic
Most of the questions were designed according to the ``Theory of planned foods
behaviour''(TPB) (Ajzen, 1988, 1991) and the questionnaire consisted of two
sections. The majority of the questions concerned specified organic foods (milk,
meat, potatoes, bread), and were focused on buying rather than on consumption
of such foods. The first section comprised questions about the purchase 213
frequency of milk, meat, potatoes and bread in general, and of corresponding
organic varieties, general attitudes towards, and perceived availability of
organic foods, and beliefs about characteristics of organic foods compared to
conventionally produced alternatives. There were two versions of the first part
of the questionnaire. In one, the questions concerned milk and meat and, in the
other, potatoes and bread. Half of the sample (n = 1,000) received the milk and
meat version and the other half (n = 1,000) the potatoes and bread version. The
response rate for the milk and meat version was 52 per cent and 48 per cent for
the potatoes and bread version.
No definition of organic foods was given in the questionnaire, since we
wanted to explore consumers' responses to the label `òrganic''.
The second section concerned attitudes towards buying organic foods in
general, the importance of the price of organic compared to conventional foods,
and perceptions of the importance and likelihood of occurrence of 17 possible
consequences of buying organic foods in general. Respondents were also asked
about their own attitude towards performing environmentally friendly
behaviours in general, as well as their perception of the attitudes of others, the
frequency of performance of several environmentally friendly behaviours, and
attribution of responsibility for environmental issues to consumers, politicians,
industry, retailers, and governmental authorities. Finally, there was a ten-item
measure of reactions to new food products, The Food Neophobia Questionnaire;
(Pliner and Hobden, 1992). The present paper concerns responses to the first
section only.
Most research on consumer attitudes to organic food lack an explicit
theoretical basis. However, some studies have used the TPB (Ajzen, 1988,
1991). The TPB model seeks to explain behaviours, goals and outcomes that
are not entirely under the control of the person (Ajzen, 1991). It assumes three
conceptually independent determinants of the intention to perform a certain
behaviour (Ajzen, 1991). The attitude towards a behaviour refers to the extent
to which a person has a favourable/unfavourable evaluation or appraisal of the
consequences of the behaviour in question. The second is subjective norm and
concerns perceived social pressure to perform or not to perform the behaviour.
The third determinant is the proportion of perceived behavioural control, which
refers to the perceived ease/difficulty in performing the behaviour, and it is
assumed to reflect past experience as well as foreseen impediments and
obstacles (Ajzen, 1991).
In the present study, the TPB variables were used as a basis for designing
the questionnaire items. The aim of the present paper is to present descriptive
BFJ data and differences between groups differing in demographic variables.
103,3 Results from regression analyses concerning relations between the TPB
variables will be presented separately.
Questions
Attitudes towards buying organic foods. Respondents were asked to rate how
214 good, important, and wise they think it is to buy the four organic target foods.
Five-point bipolar scales were used ranging from ``very bad'' to ``very good'',
``very unimportant'' to ``very important'', and from ``very foolish'' to ``very wise''.
Intention to buy organic. The intention to buy organic foods was assessed on
a five-point unipolar scale ranging from ``not at all likely'' to ``very likely'', and
the question asked was ``The next time you buy . . ., how likely is it that you
will choose organic . . .?''
Purchase frequency. Purchase frequency was assessed by the question

``When you buy milk/meat/potatoes/bread, how often do you buy organic milk/
meat/potatoes/bread?'' A seven-point unipolar scale ranging from ``never'' to
`àlways'' was used (Table I).
Perceived importance of purchase criteria. Respondents were asked to
estimate the importance of six to eight purchase criteria when buying milk,
meat, potatoes and bread. Five of the criteria were the same for all products;
healthy, good taste, long shelf-life, organically produced, and price, and the
remaining were product specific. The specific characteristics were ``low-fat'' for
milk; ``lean'', ``contains no medical residues'' and ``produced in Sweden'' for meat;
`ùnsprayed'' (unsprayed = no pesticides and/or herbicides used in production),
``locally produced'' and `ùndamaged'' for potatoes; and ``contains plenty of
fibre'', ``contains no additives'', and ``fresh'' for bread. Response formats were:
``not at all important'', ``somewhat important'', ``rather important'', `ìmportant'',
and ``very important''.
Beliefs about product characteristics of organic alternatives. Respondents
were asked to estimate the likelihood that the organic alternatives possess more
of the five to seven given criteria than their conventional counterparts (the
same criteria as above, except for `òrganically produced''). In addition,
``contains no medical residues'' was excluded for meat. Response categories
ranged from ``not at all likely'' to ``very likely'' (Table II).
Milk Meat Potatoes Bread
Table I. Never 49 26 23 24
Percentage of Very seldom 21 25 25 31
respondents who Rather seldom 6 15 15 16
reported different Sometimes 11 21 21 21
purchase frequency of Rather often 5 6 9 6
organic milk, meat, Very often 5 5 5 2
potatoes and bread Always 3 2 2 0
Not Hardly Somewhat Rather Very Attitudes
likely likely likely likely likely towards organic
foods
Organic milk
Contains less fat 29 48 15 5 3
Healthier 8 20 22 29 21
Tastes better 16 40 24 13 7
Longer shelf-life 23 52 16 7 2
215
More expensive 3 2 7 27 61
Organic meat
Leaner 19 43 24 11 3
Healthier 5 12 22 35 26
More likely produced in Sweden 2 6 18 37 37

Organic potatoes
More likely unsprayed 4 6 13 32 45
Healthier 6 17 25 31 21
Table II.
Percentage of
More likely locally produced 6 24 30 26 14
respondents who stated
More likely undamaged 9 39 31 16 5
degrees of likelihood
Organic bread that organic milk,
Contains fewer additives 2 5 15 40 38 meat, potatoes and
Healthier 4 16 23 33 24 bread possess more of
Tastes better 9 37 31 17 6 the listed
Longer shelf-life 20 52 19 7 2 characteristics than do
More expensive 1 3 7 31 58 conventionally
Contains more fibre 9 28 29 24 10 produced milk, meat,
Fresher 18 41 21 14 6 potatoes and bread
Perceived availability of organic foods. ``How likely is it that organic . . . is

available in your supermarket?'', and `Ìf you would like to buy organic . . ., how
easy/difficult is it for you to find it?'' Five response alternatives were given on
unipolar scales ranging from ``not at all likely'' to ``very likely'', and ``very easy''
to ``very difficult''.
Perceived difficulty of knowing if the food is organically produced. The
question ``How easy or difficult is it to know if the . . . is organically produced?''
was employed to assess perceived difficulty. A five-point bipolar scale was
used, ranging from ``very easy'' to ``very difficult''.
The importance of the price. Two questions, ``How often do you refrain from
buying organic foods because you think they are too expensive?'', and ``How
important is it for you that organic foods are no more expensive than
conventional foods?'' were used to assess how price affects purchase frequency
and how important consumers perceive that the price is. Respondents gave
BFJ their ratings on five-point unipolar scales, ranging from ``never'' to `àlways''
103,3 and from ``not at all important'' to ``very important''.
Statistical methods
Descriptive statistics, two-tailed t-test (unpaired) and one-way analysis of
variance were used for the statistical analysis. Fisher's PLSD-test was used for
216 post hoc comparisons. The level of significance was set at < 0.05. Owing to
missing values, the number of respondents varies between 451 and 594 for
specific questions.
Results
Attitudes towards buying organic alternatives
The majority demonstrated positive attitudes towards buying the four organic
target foods. Between 46 per cent and 67 per cent of all respondents agreed that
it is quite or very good, wise and important to buy organic. A large group, 31-49
per cent, stated an indifferent attitude (neither/nor), and only between 1-3 per
cent demonstrated a negative attitude (very bad, unimportant and foolish).
Women had significantly more positive attitudes than did men except for
``good'' for organic bread (Table III). Respondents with a university education
had a significantly more positive attitude except for `ìmportant'' towards
organic milk than those without a university education (Table IV). Young
respondents (18-25 years) had a more positive attitude towards buying organic
potatoes and bread than did respondents (26-65 years) (Table V). There were no
significant differences between those with and those without children. Thus,
women, university educated people and young respondents had more positive
attitudes than their comparison groups.
Intention to buy organic

In spite of their overall positive attitudes, only 10 per cent stated that it is very
likely that they will choose organic varieties of milk and potatoes the next time
they buy these types of products. Corresponding figures for meat and bread
were 8 per cent and 4 per cent respectively. A large group found it to be not
likely or hardly likely that they will buy the organic alternative the next time.
Organic milk seems to have the worst odds (58 per cent) but organic meat,
potatoes and bread do not fare much better: 42 per cent, 34 per cent, and 48 per
cent, respectively. Women rated it as more likely than men that they will buy
organic milk, meat or potatoes (Table III). There were no educational
differences or differences between those with and those without children.
Respondents in Group 18-25 years rated it to be more likely than did
respondents in remaining age groups that they will buy organic potatoes and
bread (Table V). Thus, women and younger respondents rated it as more likely
than their comparison groups that they will buy the organic alternative the
next time. However, the largely positive attitudes were not reflected in intention
ratings.
Men Women Attitudes
m sd m sd df t p towards organic
foods
Attitude
Milk
Good 3.6 0.8 3.8 0.9 585 3.9 < 0.001
Important 3.4 0.9 3.6 0.9 586 2.9 < 0.01
Wise 3.5 0.9 3.8 0.9 586 4.1 < 0.0001
217
Meat
Good 3.8 0.8 4.1 0.8 587 4.0 < 0.0001
Important 3.6 0.8 3.8 0.9 587 3.5 < 0.001
Wise 3.8 0.8 4.0 0.8 587 3.8 < 0.001
Potatoes
Good 3.8 0.8 4.0 0.8 540 3.3 < 0.01
Important 3.6 0.8 3.8 0.8 540 3.6 < 0.001
Wise 3.8 0.8 4.0 0.8 540 3.4 < 0.001

Bread
Important 3.4 0.8 3.6 0.8 535 2.3 < 0.05
Wise 3.6 0.8 3.8 0.8 536 2.2 < 0.05
Intention
Milk 2.4 1.3 2.6 1.3 590 2.1 < 0.05
Meat 2.6 1.1 2.9 1.2 585 3.2 < 0.01
Potatoes 2.9 1.1 3.1 1.1 539 2.3 < 0.05
Beliefs about product characteristics of organic alternatives
Milk
Healthier 3.1 1.2 3.6 1.2 575 4.4 < 0.0001
Tastes better 2.4 1.0 2.7 1.2 572 3.5 < 0.001
Meat
Healthier 3.5 1.1 3.9 1.1 582 4.4 < 0.0001
Tastes better 2.9 1.2 3.3 1.2 574 3.1 < 0.01
Leaner 2.3 1.0 2.5 1.0 577 2.5 < 0.05
Longer shelf-life 2.2 0.9 2.4 1.0 575 2.2 < 0.05
More often produced in Sweden 3.9 1.0 4.1 1.0 582 2.3 < 0.05
Potatoes
Healthier 3.2 1.2 3.6 1.1 532 3.8 < 0.001
Tastes better 2.7 1.1 3.0 1.1 528 2.4 < 0.05
Bread Table III.
Tastes better 2.6 1.1 2.8 1.0 530 2.4 < 0.05 Means and sds of
Longer shelf-life 2.1 0.9 2.3 0.9 527 2.2 < 0.05 ratings by men and
Contains more fibre 2.8 1.1 3.1 1.1 527 2.6 < 0.05 women of attitudes,
Refain from buying organic foods intention and beliefs
because of premium prices 3.1 1.2 3.4 1.0 1,139 4.2 < 0.0001 related to organic foods
(only variables with
The importance of organic foods not significant gender
costing more than conventional foods 3.7 1.2 3.9 1.1 1,140 2.9 < 0.01 differences)
Purchase frequency
In agreement with the data on intentions, only 13 per cent of the respondents
stated that they quite often, very often or always bought organic milk, 13 per
cent bought organic meat, 16 per cent organic potatoes, and 8 per cent organic
BFJ Without With
103,3 university university
education education
m sd m sd df t p
Attitude
Milk
218 Good 3.7 0.8 3.9 1.0 581 2.2 < 0.05
Wise 3.6 0.8 3.9 1.0 582 2.5 < 0.05
Purchase
Organic milk 2.2 1.6 2.7 2.0 560 2.9 < 0.01
Likelihood of finding organic alternatives
Milk 4.1 1.1 4.4 0.9 588 3.0 < 0.01
Milk
Longer shelf-life 2.2 0.9 2.0 0.9 567 2.2 < 0.05
Table IV. Meat
Means and sds of Leaner 2.4 1.0 2.1 1.0 574 3.1 < 0.01
ratings, by respondents Longer shelf-life 2.4 1.0 2.2 1.0 573 2.0 < 0.05
without and with More expensive 4.5 0.8 4.6 0.6 583 2.0 < 0.05
university education, of Potatoes
attitudes, purchase and More likely unsprayed 4.0 1.1 4.3 1.0 517 2.7 < 0.01
beliefs related to Refrain from buying organic foods
organic foods (only because of premium prices 3.4 1.1 3.0 1.2 1,126 4.4 < 0.0001
variables with
significant educational The importance of organic foods not
differences) costing more than conventional foods 3.8 1.2 3.6 1.2 1,127 3.1 < 0.01
bread (Table I). Organic milk was the food that most of the respondents (70 per
cent) never or very seldom bought, and corresponding figures were 52 per cent
for organic meat, 48 per cent for organic potatoes, and 55 per cent for organic
bread. No significant differences were found between gender or age groups or
those with and those without children. Respondents with a university
education bought organic milk significantly more often than did those with no
such education (Table IV).
Perceived importance of purchase criteria

One factor that may help explain the demonstrated attitude-behaviour
discrepancy is the relative importance of `òrganically produced'' compared to
other purchase criteria for the target foods.
The most important purchase criterion for all of the foods was that they
should taste good, and least important was that they were organically
produced (Table VI). A long shelf-life and healthiness were also rated as
relatively important. There were several demographic differences with respect
to the perception of the importance of most of the purchase criteria, but no
demographic differences with respect to the criterion `òrganic''. Since this study
Group(s) m sd Group(s) m sd df F p Attitudes
towards organic
Attitude foods
Potatoes
Good 18-25 4.1 0.8 36-65 3.8-3.9 0.7-0.9 4,538 2.7 < 0.05
Important 18-25 4.0 0.9 26-65 3.5-3.7 0.7-0.9 4,538 3.5 < 0.01
Wise 18-25 4.2 0.8 26-65 3.7-4.0 0.7-0.9 4,538 5.4 < 0.001 219
Bread
Good 18-25 3.9 0.9 36-65 3.5-3.7 0.7-0.8 4,533 2.8 < 0.05
Important 18-25 3.8 0.9 36-65 3.3-3.5 0.7-0.8 4,533 4.4 < 0.01
Wise 18-25 4.0 0.9 26-65 3.5-3.8 0.7-0.8 4,534 6.1 < 0.0001
Intention
Potatoes 18-25 3.3 1.0 26-35 2.8-2.9 1.1-1.2 4,537 2.9 < 0.05
46-65
Bread 18-25 3.1 1.0 26-65 2.4-2.6 0.9-1.1 4,540 5.6 < 0.001
Meat
Leaner 18-55 2.2-2.4 1.0 56-65 2.7 1.0 4,573 2.8 < 0.05
More expensive 18-25 4.3 0.8 26-65 4.6 0.7-0.8 4,581 2.6 < 0.05
More likely
produced in
Sweden 18-25 3.7 1.0 36-65 4.1-4.2 0.9-1.0 4,577 4.3 < 0.01
Potatoes
More likely
unsprayed 26-35 4.3 0.9 56-65 3.8 1.1 4,524 2.5 < 0.05
More expensive 18-25 4.2 1.0 26-65 4.5-4.6 0.7-0.8 4,529 2.5 < 0.05
Likelihood of finding organic alternatives
Milk 18-45 4.3 0.9-1.1 46-65 3.9-4.0 1.1-1.2 4,587 3.8 < 0.01
Meat 18-25 3.6 1.0 36-65 3.2 1.1-1.2 4,586 3.0 < 0.05
Bread 18-35 3.5-3.7 0.9-1.0 36-65 3.2-3.3 1.0-1.1 4,538 4.6 < 0.01
Easy or difficult to find
Milk 18-45 1.6-1.8 0.8-1.0 46-65 2.1 1.1 4,585 5.4 < 0.001
Bread 18-25 2.8 0.9 36-65 3.1-3.3 1.1 4,537 2.8 < 0.05
Perceived difficulty of knowing if the food is organically produced
Milk 18-45 2.3-2.5 1.2-1.3 46-55 2.9 1.3 4,584 4.5 < 0.01
Potatoes 18-25 3.0 1.1-1.2 56-65 3.5 1.2 4,539 2.8 < 0.05
46-55
Refrain from
buying organic Table V.
foods because of Means and sd's of
premium prices 26-45 3.4 1.1 46-65 3.1-3.2 1.2 4,135 3.1 < 0.05 ratings by age groups
of attitudes, intention,
The importance beliefs and control
of organic foods related to organic foods
not costing more (only variables with
than conventional significant age group
foods 26-35 4.0 1.1 36-65 3.5-3.8 1.1-1.3 4,136 7.1 < 0.0001 differences)
BFJ Criteria Milk Meat Potatoes Bread
103,3
Healthy 71 62 68 70
Good taste 86 97 93 97
Long shelf-life 75 72 68 55
Organically produced 22 30 23 17
Cheap 35 39 31 28
220 Low-fat 34 ± ± ±
Lean ± 41 ± ±
Contains no medical residues ± 91 ± ±
Table VI. Produced in Sweden ± 75 ± ±
Percentage of Unsprayed ± ± 48 ±
respondents who agree Locally produced ± ± 31 ±
that the listed purchase Undamaged ± ± 90 ±
criteria are important Contains plenty of fibre ± ± ± 61
or very important Contains no additives ± ± ± 30

when they buy milk, Fresh ± ± ± 94
meat, potatoes and
bread Note: ± = not investigated
focuses on organic foods, demographic differences in the perception of the other

purchase criteria are not presented.

Another candidate for explaining the attitude-behaviour discrepancy is that the
organic products may be perceived as no better (or even worse) than
conventionally produced foods with respect to the central purchase criteria.
The characteristics on which the organic foods were believed to differ most
from their conventional counterparts were ``more expensive'' and ``healthier''
(Table II). Women had significantly higher ratings than men for the healthiness
of organic milk, meat and potatoes, and for the taste of all four products
(Table III). Women also perceived organic meat to be leaner, to have a longer
shelf-life and more often to be produced in Sweden, and organic bread to have a
longer shelf-life, and contain more fibre than did men (Table III). Respondents
without a university education perceived organic milk and meat to have longer
shelf-life, and organic meat to be leaner than did university educated people
(Table IV). University educated people perceived organic meat to be more
expensive, and organic potatoes to be unsprayed more often than respondents
without such education (Table IV). Group 26-65 years rated it more likely than
Group 18-25 that organic meat and potatoes are more expensive, and Group 36-
65 rated it as more likely than Group 18-25 that organic meat is produced in
Sweden more often (Table V). Respondents in Group 56-65 rated it more likely
that organic meat is leaner than did remaining groups, and Group 26-35
perceived organic potatoes to be unsprayed more often than did Group 56-65
(Table V). No differences were found between those with and those without
children. In contrast to the results for the purchase criteria, these results
illustrate that women perceive it to be more likely than men that several
characteristics favour the organic alternatives. Overall, the purchase criteria Attitudes
that respondents perceive to be most important (good taste, long shelf-life, towards organic
healthy) correspond only in part with their beliefs about organic foods, except foods
that they perceive them to be healthier than their conventional counterparts.
Perceived availability of organic foods

An often cited obstacle to the purchase of organic foods is their limited 221
availability.
Likelihood of finding organic alternatives. Respondents rated the availability
of organic milk to be good. A total of 79 per cent believed that it is quite or very
likely that organic milk will be available in the food store where they do their
main food shopping. Corresponding figures for meat, potatoes, and bread were
45 per cent, 57 per cent, and 49 per cent respectively. Thus, limited availability
does not seem to be a major perceived obstacle to the purchase of these foods.
Respondents with a university education perceived it to be significantly more
likely to find organic milk than did those without university education
(Table IV). No significant differences were found between genders, and those
with and those without children. Young respondents (18-35 years) perceived it
to be significantly more likely that organic milk, meat, and bread will be
available than did older respondents (Table V).
Easy or difficult to find. Organic meat and bread were perceived to be the
most difficult to find. Approximately 40 per cent perceived it to be quite or very
difficult to find these products. Corresponding figures for milk and potatoes
were 9 per cent and 26 per cent respectively. Milk was perceived to be most
easy to find, and 81 per cent stated that this is quite or very easy. The
corresponding figures for meat, potatoes, and bread were 30 per cent, 47 per
cent, and 29 per cent respectively. There were no significant differences
between genders, those with and those without children or those with and those
without university education. Older respondents (36-65 years) stated it to be
more difficult to find organic bread than did young respondents (18-25 years),
and the oldest respondents (46-65 years) stated it to be more difficult to find
organic milk than did remaining groups (Table V).
Perceived difficulty of knowing if the food is organically produced

Meat was the product for which it was perceived to be the most difficult to
know if it is organically produced or not. A total of 59 per cent considered it
quite or very difficult to know this for meat, and corresponding figures for
milk, potatoes and bread were 28 per cent, 48 per cent, and 52 per cent
respectively. Milk was perceived to be the easiest to know whether it is
organically produced or not, and 23 per cent stated this to be very easy.
Corresponding figures for meat, potatoes, and bread were 5 per cent, 7 per cent,
and 4 per cent respectively. There were no significant differences between
genders, educational groups or those with and without children. Respondents
in Group 46-55 years perceived it to be more difficult to know if the milk was
organically produced or not than did Group 18-45 (Table V). The oldest
BFJ respondents (56-65 years) perceived it to be more difficult to know if potatoes
103,3 are organically produced or not, than did those in Groups 18-25 and 46-55
(Table V). Thus, the only demographic differences were found between older
and younger respondents.
The importance of premium prices

222 The majority (63 per cent) stated that it is important or very important that
organic foods do not cost more than conventional foods. Around 5 per cent
stated that the price difference was of no importance. Nearly half (49 per cent)
reported that they often or always refrain from buying organic foods because
they perceive them to be too expensive. A total of 10 per cent stated that they
never refrain from buying organic foods because of the price. With respect to
demographic differences, women and respondents without a university
education stated that they more often refrain from buying organic foods than
did their comparison group. These groups also considered it more important
that organic foods do not cost more than conventional foods (Tables III and IV).
Respondents with children at home more often refrained from buying organic
foods because of the price than did those without children at home (t (1,136) =
3.9, p < 0.001). Also, Group 26-45 more often refrained from buying organic
foods than did Group 46-65, and Group 26-35 years gave the highest ratings of
the importance of organic foods not costing more than conventional foods
(Table V). This suggests that premium prices is an important factor that partly
explains the low purchase frequency.
Discussion
The findings may be summarised as follows. Only a small proportion of
Swedish consumers purchase the organic varieties of the chosen target foods
regularly, in spite of the fact that the majority have positive attitudes towards
buying them. Also, intentions to buy organic foods were expressed only by a
small number of consumers. When compared with the most important
purchase criteria for the target foods like taste, healthiness and quality, the
criterion of being organically produced was of much lower importance. The
most common beliefs about these organic foods were that they are more
expensive, but also healthier than conventional foods The questions posed
concerned the purchase rather than the consumption of organic foods and were
focused on four target foods (organic milk, meat, potatoes, and bread). Our
conclusions are, therefore, limited to these foods. Our finding of a small
proportion of regular buyers corresponds well with the results of several other
Northern European consumer surveys (von Alvensleben 1998; Grunert, 1993;
Grunert and Kristensen, 1995; Roddy et al., 1996; Wandel and Bugge, 1997).
It was no surprise that consumers consider taste as the most important food
purchase criterion. In this respect, our results are in accordance with other
studies (Land, 1998; Wandel and Bugge, 1997). For all the foods, we found that
the least important purchase criterion (of those investigated) is that the foods
are organically produced. In a Norwegian study (Wandel and Bugge, 1997), the
majority of consumers gave first priority (for fruits and vegetables) to the Attitudes
quality properties taste and freshness, and only around 15 per cent gave the towards organic
property `ènvironmentally sound production'' first priority among the quality foods
aspects. The present findings may thus have some generality beyond the
Swedish culture.
In the present study, organic foods were perceived by many respondents to
be healthier than their conventionally produced alternatives. Torjusen and 223
colleagues (1999) recently reported similar findings among Norwegian
consumers. Previous studies have shown that health is a major motive for
buying organic foods (von Alvensleben, 1998; Ekelund, 1989; Huang, 1996;
Mathisson and Schollin, 1994; Schiffersten and Oude Ophuis, 1998; Torjusen et
al., 1999; Tregear et al., 1994; Wandel and Bugge, 1997). In this respect, our
findings are in accordance with previous studies. Schifferstein and Oude
Ophuis (1998) found that the strongest buying motive for organic foods among
Dutch consumers was health, and that this was also the strongest motive for
buying organic foods among incidental buyers (70 vs. 41 per cent, who
mentioned the environment as a motive). The strongest buying motive among
heavy buyers was also health (93 per cent), but the figure for the environmental
motive was similar (91 per cent) (Schifferstein and Oude Ophuis, 1998).
The majority (45-79 per cent) of the respondents were satisfied with the
availability of organic milk, meat, potatoes, and bread, and at least half
perceived it to be quite or very likely that they will find the organic alternatives
in the food store where they do their main shopping. Thus, limited availability
is not perceived to be a major purchase obstacle for most of the respondents.
Except in the case of milk, it is likely that the estimated levels of availability are
overestimations, compared to actual availability. This may reflect uncertainty
among many consumers of what constitutes organic food. It has been shown
that Swedish consumers find it difficult to distinguish between the many types
of food labelling that they come across during shopping, and that at least some
consumers perceive other food labels as denoting organic foods (Statens
offentliga utredningar, 1999).
Less than 8 per cent of the respondents perceived it to be very easy to know
whether meat, potatoes and bread are organically produced or not. Milk was
perceived to be the easiest to know whether it is organically produced or not (23
per cent), which may be due to its distinctive package. The four target foods
vary a lot with respect to the distinctiveness of their packages. Milk is sold in
easily identifiable cartons, whereas the packages for meat, potatoes and bread
vary between producers and food chains. Thus, the consumer can hardly avoid
being aware of whether (s)he has bought organic milk or not, which is not the
case for organic meat, potatoes or bread. The figure for ``buying organic meat
regularly'' is very high in comparison with the actual supply, which is very
small. This high figure may reflect a conception among consumers that meat
produced in Sweden is organically produced, and it may be influenced by the
fact that the majority (59 per cent) perceived it to be quite or very difficult to
know whether meat is organically produced or not.
BFJ Respondents stated that it is important to them that organic foods do not
103,3 cost more than conventional foods and that price is a major obstacle to
purchasing organic foods. This finding is well in accordance with results from
earlier studies (von Alvensleben and Altmann, 1987; Grunert and Kristensen,
1995; Jolly, 1991; Mathisson and Schollin, 1994; Roddy et al., 1996; Tregear et
al., 1994). The results of a Norwegian consumer survey indicate that consumers
224 have an interest in foods produced in an ecologically sound manner, but that
they are not willing to pay the current prices for these products (Wandel and
Bugge, 1997). Our findings may be interpreted in a similar manner. A majority
of consumers have positive attitudes towards organic foods and consider it
good, important, and wise to buy these foods, but they are not able or willing to
act according to their attitudes in the purchase situation.
Thus, price is a major but not the only obstacle to purchasing organic foods.
It seems plausible that the concept of ``habit'' represents at least a partial

explanation of why so few consumers buy organic foods regularly in spite of
their positive attitudes. Mathisson and Schollin (1994) found that 22 per cent of
the Stockholm consumers who did not buy organic vegetables did so because of
habit and convenience. Californian consumers who had ceased to buy or had
never purchased organic foods stated that ``the extra time it takes to search for
organic foods'' was one of the top three purchase constraints (Jolly, 1991). Other
factors that may explain the attitude-behaviour discrepancy are that the most
important purchase criteria (taste, health, and quality aspects) do not match
consumers' most common beliefs about organic foods (more expensive and
healthier), and that the criterion `òrganically produced'' was of much lower
importance.
We found that women have a more positive attitude towards organic foods
than do men. This agrees with earlier findings (Mathisson and Schollin, 1994;
Wandel and Bugge, 1997). Women also have more positive beliefs about the
product characteristics of organic alternatives in comparison with their
conventional counterparts, and their intention to buy organic alternatives is
stronger than men's.
There were a few differences between those with and those without
university education with respect to the four target foods, especially organic
milk. Those with a university education bought organic milk significantly
more often than those with less education, had a more positive attitude towards
organic milk, and perceived it to be more likely that they will find organic milk.
Young respondents (18-25 years) had a more positive attitude towards organic
foods, perceived it to be more likely that they will buy an organic alternative
the next time, and considered the availability of organic foods to be better than
did older respondents. Since there were no differences between age groups with
respect to purchase frequency, the results suggest that, in spite of their stronger
interest, young consumers do not buy organic foods more often than old.
The relatively low response rate (58 per cent) may be interpreted to reflect
little interest in organic foods or that many consumers are not familiar with the
term `òrganic food''. We have employed the same methodology (sampling, size
of questionnaire, reminders, reward) in previous studies of random samples of Attitudes
the Swedish population (unpublished). In these, the themes have concerned towards organic
more familiar topics (e.g attitudes to milk) and the response rate has been at foods
least 12-15 per cent higher. This suggests that organic foods are not a big issue
for most consumers, which is confirmed by the fact that the purchase criterion
`òrganically produced'' was perceived by the majority to be least important.
Further, it is likely that our figures for, for example, attitudes and purchase 225
frequency are overestimated, since it is more likely that people who are
interested in organic foods have replied to the questionnaire than those who are
not interested or have never bought organic foods. In addition, our group of
respondents contains an over-representation of those with higher education,
who are likely to be more interested in organic foods. Studies have shown that
people with higher education are more willing to pay a higher price for organic
foods (Jolly, 1991; Wandel and Bugge, 1997), and more likely to buy these
products (Wandel and Bugge, 1997).
The results demonstrate that the most important purchase criteria (taste,
health, long shelf-life and quality aspects) and the most common beliefs about
organic foods (more expensive and healthier) do not match very well. This
might be one reason why the proportion of regular purchasers is low. For
consumption to increase, consumers should perceive that organic foods match
the central purchase criteria or even surpass the quality of conventional foods
in these respects. An increase of the quality of organic foods and a smaller price
difference between conventional and organic foods would seem to be needed in
order to increase the proportion of regular organic food purchasers.
Notes
1. Statistics Sweden (1999); available http://www.scb.se/befovalfard/befolkning/befstor/
befarlig/befarlig31tab.asp
2. Statistics Sweden (2000); available http://www.scb.se/utbildning/bef_utbild/utbreg/
utbregtab.asp
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Swedish Consumer Attitudes Towards Organic Foods

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Attitudes towards organic foods among Swedish consumers

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Attitudes towards organic Attitudes

School of Transportation and Society, Dalarna University,

Alvensleben, 1998). In an early Swedish study, 19 per cent of the interviewees

Purchase frequency. Purchase frequency was assessed by the question

Milk Meat Potatoes Bread

More likely produced in Sweden 2 6 18 37 37

Perceived availability of organic foods. ``How likely is it that organic . . . is

Intention to buy organic

Wise 3.8 0.8 4.0 0.8 540 3.4 < 0.001

Perceived importance of purchase criteria

or very important Contains no additives ± ± ± 30

focuses on organic foods, demographic differences in the perception of the other

Beliefs about product characteristics of organic alternatives

Perceived availability of organic foods

Perceived difficulty of knowing if the food is organically produced

The importance of premium prices

It seems plausible that the concept of ``habit'' represents at least a partial

165-178. [Abstract] [Full Text] [PDF]

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