Rekommendationers påverkan på konsumentbeteende : En kvantitativ studie av jämförelse mellan expert- och hållbarhetsrekommendationer inom livsmedelsbranschen

Sammanfattning: Previous research indicates that recommendations generally have a positive impact on consumer consumption, however, studies have primarily focused on industries such as film, dining and wine. This study examines the effects of various types of recommendations on consumer behavior within the food industry, where purchases tend to be routine and characterized by automated decision-making processes. The findings suggest that recommendations within the food sector have a positive impact on sales, regarding all selected products and different types of recommendations. The study confirms that expert recommendations, in this case from a chef, as well as sustainability-focused recommendations, influence consumer behavior. Consumers are more inclined to purchase a product with a recommendation compared to one without such an endorsement. This can be explained by consumers' trust in expert opinions and their appreciation of environmentally friendly attributes in consumption choices. This study also investigates the effects of green marketing, based on sustainability, on consumer behavior. The study confirms several hypotheses regarding the influence of recommendations on consumers, the effectiveness of different recommendations, and that recommendations for sustainable choices have a greater effect than expert recommendations. In summary, this study indicates that recommendations within the food industry influence consumer behavior, and both expert recommendations and sustainable recommendations are effective in increasing sales. This may have practical implications for the food industry and how they can market their products. To further increase the understanding of how recommendations affect consumers' decision-making processes and behavior, future research could be conducted on different recommendations. Their respective impacts, as well as factors that alter consumers' purchasing behavior, can be explored.