Consumers' perceptions of sustainably produced food - a focus group study

Summary

The purpose of this study is to provide information on consumers' perceptions of sustainably produced food products and the main product attributes that influence consumer's buying behaviour in the case of organic, Fair Trade and locally produced food. The paper draws on data from four focus groups. The results provide empirical insight into the motivating as well as the restricting factors which influence consumers' purchasing behaviour in the case of sustainably produced food and introduce the emerging key themes associated with the attributes of sustainably produced food products.