„Wenn ich mal mehr Geld habe, dann …“ Point of Sale Abwägungen für und wider ökologische Lebensmittel bei jungen Dänischen Konsumentinnen und Konsumenten

Summary in the original language of the document

Especially young consumers have been found to exhibit a gap between their positive attitude towards and buying behaviour of organic food. The barriers ‘price’ and ‘availability’, however, ought to be of relatively low importance in Danish supermarkets. We conducted accompanied shopping interviews and observations with young consumers holding positive attitudes towards organic food. Organic and conventional products appeared exchangeable. Price was discussed as a main, but temporary barrier: respondents argued that they postpone organic purchase unto a later stage. Further market development needs a decrease in the high price image, improved differentiation, and appeals to act upon ethical values today.