Att sälja grönt är skönt - En studie om att öka försäljningen av ekologiska varor

Sammanfattning: The interest for organic food has grown a lot over the last 15 years. Even so, only 3.5 % ofthe share of wallet in Sweden goes to organic food. The purpose of this study is to examine and describe how retailers can get consumers to buy more organic fruits and vegetables. The study was carried out by visiting six Coop Konsum-stores, of which three performed poorly and three performed well in organic sales. We conducted interviews with the department managers, customer surveys and in-store observations. The result shows that the in-store environment is critical in the choice consumers make between organic and non-organic food. The width of the assortment and how organic products are exposed in-store have a great effect on sales. We also saw a difference in attitude towards organic products between stores. Our recommendations for retailers are to implement guidelines regarding the organic assortment concerning how to expose products in-store.