Title: Consumers' perceptions of sustainably produced food: a focus group study

Authors: Kukka-Maaria Ulvila, Ari Paloviita, Antti Puupponen

Addresses: School of Business and Economics, University of Jyvaskyla, P.O. Box 35, FIN-40014, Finland. ' School of Business and Economics, University of Jyvaskyla, P.O. Box 35, FIN-40014, Finland. ' Department of Social Sciences and Philosophy, University of Jyvaskyla, P.O. Box 35, FIN-40014, Finland

Abstract: The purpose of this study is to provide information on consumers| perceptions of sustainably produced food products and the main product attributes that influence consumers| buying behaviour in the case of organic, Fair Trade and locally produced food. The paper draws on data from four focus groups. The results provide empirical insight into the motivating as well as the restricting factors that influence consumers| purchasing behaviour in the case of sustainably produced food and introduce the emerging key themes associated with the attributes of sustainably produced food products.

Keywords: sustainability; sustainable food production; consumer perceptions; focus group study; fair trade; organic food; locally produced food; attributes; buying behaviour.

DOI: 10.1504/PIE.2009.032324

Progress in Industrial Ecology, An International Journal, 2009 Vol.6 No.4, pp.355 - 370

Published online: 31 Mar 2010 *

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