Ekologisk konsumtion : En studie om konsumenters beteenden och attityder om ekologiska viner

Sammanfattning: Sales of organic wines are continuously increasing and over the past 5 years, sales havedoubled globally. Today, there is a large market potential for organic products, but it is achallenge to anticipate consumer needs linked to the benefits of environmentally friendlyproducts. What is the current consumer behavior for the consumption of organic wine? Thepurpose of this work is to examine consumers' attitudes and behaviors towards organic wines.To answer the study's research question, we have used a qualitative research method in theform of observation and interviews. The results have shown that consumers have positiveattitudes towards eco-labeled products, but their buying behavior does not match the attitude.The conclusion showed that consumers pay more attention to price and taste than theenvironment. The participants focused a lot on opportunity, which awakened interestingthoughts and may therefore be of interest to investigate which wines are suitable for whatopportunity.