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Consumer Habits of Local Food: Perspectives from Northern Sweden

Author

Listed:
  • Agata Nicolosi

    () (Department of Agriculture, Mediterranean University of Reggio Calabria, 89100 Reggio Calabria, Italy)

  • Valentina Rosa Laganà

    () (Department of Agriculture, Mediterranean University of Reggio Calabria, 89100 Reggio Calabria, Italy)

  • Daniel Laven

    () (Department of Economics, Geography, Law and Tourism, Mid Sweden University, 831 25 Östersund, Sweden)

  • Claudio Marcianò

    () (Department of Agriculture, Mediterranean University of Reggio Calabria, 89100 Reggio Calabria, Italy)

  • Wilhelm Skoglund

    () (Department of Economics, Geography, Law and Tourism, Mid Sweden University, 831 25 Östersund, Sweden)

Abstract

International studies are dealing with the promotion of sustainable food systems more frequently. Additionally, places of purchase and sharing in the choice of food to be consumed have become a network system for families. The aim of this work is to analyse the preferences of Swedish consumers for local/artisanal cheeses and the purchase motivations that guide their choices. We also studied the role played by consumers’ favourite shopping locations (retail store, hypermarket, city market, supply chain). On the one hand, we examined the attractiveness and the power exercised by the various stores and on the other hand, we viewed the consumer in relation to the frequency of purchase, and the confidence with the sales points. We interviewed 200 people in the city of Östersund, highlighting habits, consumption preferences and reasons for purchasing. A multiple correspondence analysis explores the reasons behind the purchase preferences of the local ‘Källarlagrad getost’ artisan cheese from the Slow Food brand. The representations of social network analysis are used to show the complex articulations that influence the choices of consumers in terms of type of cheese purchased/consumed and places of purchase/consumption. The results showed that Swedish consumers, in the purchase of cheeses, have a loyalty point at the point of sale, follow the advice of the seller and are attentive to the reputation of the product. Those who buy Källarlagrad getost are sensitive to safety, appreciate artisan cheeses and choose them for their versatility, have a strong connection with the territory and wish to contribute to supporting the local economy. Knowing these characteristics and preferences of Swedish consumers living in a city in the north of the country is important for marketing activities and for promoting tourism and sustainable gastronomy.

Suggested Citation

  • Agata Nicolosi & Valentina Rosa Laganà & Daniel Laven & Claudio Marcianò & Wilhelm Skoglund, 2019. "Consumer Habits of Local Food: Perspectives from Northern Sweden," Sustainability, MDPI, Open Access Journal, vol. 11(23), pages 1-25, November.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6715-:d:291356
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    References listed on IDEAS

    as
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    Cited by:

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    More about this item

    Keywords

    consumer habits; food markets; local cheese; social network analysis (SNA); multiple correspondence analysis (MCA);
    All these keywords.

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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