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The iPOPY project and how to communicate with the young generation

Roos, Gun and Mikkola, Minna (2009) The iPOPY project and how to communicate with the young generation. In: Fredriksson, Pelle and Ullvén, Karin (Eds.) 1st Nordic organic conference : towards increased sustainability in the food supply chain, Centrum för uthålligt lantbruk (CUL), SLU, Ultuna, Sweden, pp. 55-57.

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Summary

The aim of the iPOPY project (2007-2010) is to study how increased consumption of organic food may be achieved by implementation of relevant strategies and instruments linked to food serving outlets for young people in some European countries (Denmark, Finland, Italy and Norway).
Two cases from the iPOPY project demonstrate that when communicating with the younger generation organic food messages are competing with other messages also in protected food environments, and the sender and receiver attach different meanings to organic food. Our findings contribute to emphasizing the relevance of holistic approaches (e.g. whole school approach) and experiential activities in introducing organic food to young people.


EPrint Type:Conference paper, poster, etc.
Type of presentation:Paper
Keywords:organic food, young generation, communication, iPOPY
Subjects: Knowledge management > Education, extension and communication
Research affiliation: European Union > CORE Organic > iPOPY
Norway > SIFO - National Institute for Consumer Research
Related Links:http://www.agrsci.dk/ipopy
Deposited By: Koistinen, Riitta
ID Code:15957
Deposited On:05 Aug 2009
Last Modified:20 Sep 2010 12:16
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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