Talk the talk and walk the walk? -A study of the dissonance between the consumers’ attitudes and actual behaviour towards local produce-

Sammanfattning: A debate on environmental issues and food safety has been ongoing in Sweden and it is suggested that consumers' are seeking local produce instead of global and exotic foods. Moreover, studies show that the consumers’ positive attitude towards local produce does not reflect their actions. The purpose with this thesis is to contribute to a better understanding of the dissonance between the consumer’s attitudes and actual behaviour towards local produce. More specifically, we will do this by provide an understanding of consumers’ underlying beliefs and motivations. We have collected our empirical data through a study based on interviews and observations in two retail stores in Lund, Hemköp and ICA Malmborgs. Our findings have been described through the Theory of Planned Behaviour and by theories of Consumer Behaviour, foremost the consumers' decision-making. Moreover, high prices has in prior studies been emphasised as the main barrier towards purchasing local produce. Our study however, does not strongly support these findings. We have identified the lack of information as the main obstacle for not acting in accordance to the overall positive attitude. We have also acknowledged that the underlying beliefs and motivations differ between consumers. There are several types of local produce consumers, and the store environment must be adapted to these.