Konsumenters inställning till cirkulära livsmedelsprodukter

Sammanfattning: Food loss is of great importance considering its waste of natural resources and the negative environmental impact caused by the food industry. To reduce food loss, some actors donate, produce and retail what we here entitle circular food products: products made from food loss. However, the market for these types of products is neither stable or certain and there is a need for increasing the value and demand of these products. The aim of this study was therefore to evaluate possible measures to increase the value and demand of circular food product. This by studying consumers’ attitude towards them. A survey was made in order to identify which factors (price, environmental impact, lasting time and appearance) consumers find important when purchasing food products, their attitude towards circular food products and what they believe is necessary to increase the value and demand of these products. This study shows that environmental impact is the most important factor when selecting food products, while appearance is the least important factor. Furthermore, consumers have a positive attitude towards circular food products. However, this does not confirm that they would in fact purchase these products, relating to previous studies on the gap between environmental attitude and behavior as well as barriers to pro-environmental behavior. The respondents believed information and knowledge about food loss and its environmental impacts would be the most effective action in order for people to consume circular food products. More advertising of circular food products, as well as a reasonable price, was also suggested. To conclude, these actions may not be sufficient enough to decrease food loss from the food industry. However, it is a good start in order to make people more involved in environmental issues and make pro-environmental decisions.