Consumer Habits of Local Food: Perspectives from Northern Sweden

Abstract

International studies are dealing with the promotion of sustainable food systems more frequently. Additionally, places of purchase and sharing in the choice of food to be consumed have become a network system for families. The aim of this work is to analyse the preferences of Swedish consumers for local/artisanal cheeses and the purchase motivations that guide their choices. We also studied the role played by consumers’ favourite shopping locations (retail store, hypermarket, city market, supply chain). On the one hand, we examined the attractiveness and the power exercised by the various stores and on the other hand, we viewed the consumer in relation to the frequency of purchase, and the confidence with the sales points. We interviewed 200 people in the city of Östersund, highlighting habits, consumption preferences and reasons for purchasing. A multiple correspondence analysis explores the reasons behind the purchase preferences of the local ‘Källarlagrad getost’ artisan cheese from the Slow Food brand. The representations of social network analysis are used to show the complex articulations that influence the choices of consumers in terms of type of cheese purchased/consumed and places of purchase/consumption. The results showed that Swedish consumers, in the purchase of cheeses, have a loyalty point at the point of sale, follow the advice of the seller and are attentive to the reputation of the product. Those who buy Källarlagrad getost are sensitive to safety, appreciate artisan cheeses and choose them for their versatility, have a strong connection with the territory and wish to contribute to supporting the local economy. Knowing these characteristics and preferences of Swedish consumers living in a city in the north of the country is important for marketing activities and for promoting tourism and sustainable gastronomy.