„Hauptsache, es schmeckt“ - der Einfluss von Jugendlichen auf den Öko-Lebensmittelkonsum in Familien

Summary

This contribution presents results of a qualitative study investigating juveniles’ influence
in family decision-making with regard to organic food. According to recent research
it can be assumed that expenditures for organic food in families with children decline
as children grow older. For organic food marketing this raises the questions if, why
and how juveniles influence family decision-making and what organic products are
prefered or rejected? Semi-structured interviews were conducted with juveniles aged
13 to 18 years. The data was analysed using qualitative content analysis. Most juveniles
proved to be open-minded towards organic food and they supported its consumption
at home. Juveniles’ main criticism encompassed the taste of some organic product
groups such as sweets, crisps, spreads and pizzas. If juveniles are not satisfied
with the taste of an organic product they use different strategies to influence family
purchase decisions. The main aim of these strategies is often to buy a conventional
product. Therefore, organic suppliers should invest more money into researching
juveniles’ specific taste preferences and should develop products which meet the
expectations of juveniles better with respect to taste, but also regarding product appearance
and packaging. Via advertising, product images should be optimised to
comply with the actual lifestyle of the target group. Ethical aspects should also be
included into communication strategies, as juveniles have a special sense for social
justice and animal welfare.