Moral Concerns about Food Products and Production Methods among Consumers of Organic Foods: A Report of Some Preliminary Results from an On-Going Qualitative Study

Summary

The paper presents information regarding the research design and part of the theoretical framework employed in a qualitative analysis of data collected by means of focus groups undertaken among 3 sub-groups og consumers. The study compares supermarket customers with subscribers to farmer-run box schemes and customers at farmer-run market stalls in urban areas, with particular regard to their conceptions of organic products, producers and production methods. The results presented regard the use of visual data as a means of elucidating implicit consumer conceptions.