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Märkningar och konsumentbeteende – Kommer efterfrågan med Svanen?

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

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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This paper examines the role of wholesale firms as facilitators of exports for small and medium-sized Swedish businesses. Our findings suggest that wholesale firms do facilitate access to difficult markets located outside Europe. For exports of a particular good to a given market, we observe a positive correlation between the export volumes of wholesale and manufacturing firms. Finally, we present evidence that supports a prediction from recent trade models with differentiated firms, namely that wholesale firms can facilitate exports for firms that are not themselves capable of direct exports.

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