Märkningar och konsumentbeteende – Kommer efterfrågan med Svanen?

Ekologiska varor, Företagandets villkor, Linda Thunström, Niklas Rudholm, Sven-Olov Daunfeldt
Märkningar och konsumentbeteende


I forskningsprojektet ”Kommer efterfrågan med Svanen?” har HUI Research studerat om och hur märkningar av ekologiska produkter påverkar efterfrågan på de märkta produkt­erna, konsumenters värdering av hälsorelaterade livsmedelsmärkningar samt om konsumenterna i livsmedelsbutiken är nöjda med sina val.

Rapporten består alltså av tre delstudier, där den första studerar hur hyllmärkningar av ekologiska produkter påverkar efterfrågan på de märkta produkterna. Studien baseras på försäljningsdata från en ICA­Maxi butik belägen i Hemlingby köpcentrum i Gävle. Butiken har under den studerade tidsperioden introducerat hyllskyltningar för alla ekolo­giska produkter i butiken. Introduktionen av hyllskyltningen för de ekologiska varorna var exogent given för konsumenten eftersom den inte var känd för konsumenterna före dess införande, vilket gör att vi kan behandla detta som ett naturligt fältexperiment.

Rudholm, N., Daunfeldt, S-O., Heldt, T., Thunström, L. & Weiberth, C. (2011). Märkningar och konsumentbeteende – Kommer efterfrågan med Svanen? Om betydelsen av produktmärkningar inom handeln. Forskningsrapport, Handelns utvecklingsråd.

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