Konsumentbeteende vid köp av ägg : en empirisk studie genomförd med en kvalitativ metod

Sammanfattning: A decade ago the organic egg production in Sweden was nearly nonexistent (Föreningen för ekologisk fjäderfäproduktion, 2008). A rising demand for these products in the beginning of year 2000 made the organic egg production the most increasing production of all organic provisions. The Swedish consumers value provision production that have a reduced impact on the environment and further protects the wellness of animals and plants (Jordbruksverket, 2010). Today, the organic egg production composes roughly 6 % of the total egg production in Sweden. This indicates that the ambition of Jordbruksverket, which has an organic egg production goal of 10 % of the total production, is not yet achieved.The consumer demand on the market is the driving force for these new products, and the higher prices contribute to an essential portion of the additional costs of organic egg production (Jordbruksverket, 2004). Several studies show that a major part of the Swedish consumers have a positive attitude towards organic production. But despite the studies, the market share of today still does not live up to these expectations.The aim of this study is to process the consumer attitude towards organic egg production. Further, it also aims to help the consumer to understand what it takes to make this type of egg production increase even further. The study is based on a qualitative method of research where the information is established through focus groups. Analyzing the empirical material is done by using theoretical perspective on, among others, consumer behavior and branding.The research results show that a several groups of factors influence the consumer willingness to consume organic egg, or organic provisions at all. It is of great importance that the consumer has a positive attitude towards the production to consume it, but also that they show some sort of interest and knowledge regarding the subject. The results also point to the importance of the media and producers, in their work to inform the meaning of organic production. When the consumers gain understanding of its meaning the sensitivity of the prices will lower.