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Food consumption trends change continuously. A noticeable trend in Sweden and the western world is consumers’ need for knowledge about the food they consume and where it originates from. Moreover, consumers appreciate food products produced close to home. The interest towards locally produced food has lately increased amongst today’s consumer, as has many researchers’ interest in the topic.  The purpose with this dissertation is to investigate how and if product-specific attributes attached to a locally produced food product, like Price, Quality, Brand and Organically produced can lead to that consumers’ are loyal towards a region. A deductive research approach is applied for this dissertation. Based on the theories of consumer loyalty, and by regarding current food trends, the theory of regional loyalty as a concept is developed. The product-specific attributes Brand, Price, Quality and Organic are examined and tested. A model and hypotheses are developed in order to understand the relationship better. By using a quantitative method and conducting a questionnaire, the consumer’s attitudes were examined. The research was conducted in themunicipalityofKristianstadand 130 questionnaires were handed out outside the biggest grocery stores in town. The findings indicate that there is a positive correlation between the variables attached to locally produced food products and regional loyalty. The results show that all these attributes are related to regional loyalty except of price, regardless of age, income or current occupation. According to the authors’ knowledge, since no study has been conducted on regional loyalty or product-specific attributes affecting this, the results of this dissertation will bring new knowledge to this area of research. The results may also be useful for executives when marketing locally produced food products.

The study examines the phenomenon of purchasing locally produced foods in retail grocery stores. Theoretical foundations from the theory of planned behavior and from the stimulus-organism-response framework were used to support and test a model that hypothesized relationships between attitude, subjective norms, perceived consumer effectiveness, perceived product availability, intention to purchase, store atmospheric responsiveness, price consciousness, and extent of purchase behavior in a retail grocery setting. An online survey methodology was used to collect 600 responses across the United States. A two-step approach to structural equation modeling was used to test the relationships. Confirmatory factor analysis with measurement model development supported the hypotheses of store atmospheric responsiveness as a multidimensional construct reflected in four specific dimensions (1) product assortment responsiveness, (2) display factors responsiveness, (3) customer service responsiveness, and (4) store promotions responsiveness. The construct of perceived consumer effectiveness (PCE) was found to highly correlate with attitude and PCE was subsequently dropped as an independent latent construct. Results from analysis of the fitted structural model indicated that attitude and perceived product availability were significant positive indicators of intention to purchase, while subjective norms indicated a significant negative relationship to intention to purchase. A significant positive direct effect between intention to purchase and extent of purchase and a significant positive indirect effect through that of store atmospheric responsiveness was found, suggesting that store atmospheric responsiveness partially mediates the relationship. Consumer price consciousness was found to not significantly moderate the relationship between intention to purchase and extent of purchase. From the results, academic and managerial implications were suggested. For future research directions, four distinct categories emerged; they included (1) a focus on store atmospherics, specifically store atmospheric responsiveness when shopping for locally produced foods, (2) analysis of group differences between shoppers of locally produced foods, (3) category analysis of locally produced food items, and (4) research on the pricing of locally produced foods.

The Brazilian textile industry has many years of experience in producing apparel within the country. Brazil is a country with a well developed supply chain, yet they import a big amount of manufactured textile products from Asia each year. Globalization has made fashion brands look outside of the country's borders to be able to deliver a good price to the end consumer. In this study an investigation has been made to elucidate why the apparel companies import from Asia, what is imported from Asia and how the image of the companies would be affected by working more sustainably by utilizing the existing resources available in Brazil. In order to learn why companies do import, semi-structured interviews have been made with people who work and have good knowledge regarding this subject. To put this matter into context a Brazilian apparel company named Cia.hering has been used as an exponent for this report. This to get a more clear view on how the company might be affected by producing more locally and if it would be possible. To learn about how the Brazilian consumers look at sustainable fashion and what they think of Cia.Hering as a company a survey has been conducted. The outcome of this study shows that the consumers have a big effect on how companies choose to produce but that it is up to the individual apparel company to choose how they want to produce their goods. Producing locally makes it a lot easier to control the full supply chain and to work as a more transparent company.

Promoting trading of locally produced food is one way to challenge the more conventional way of producing food while contributing to a more sustainable consumption. Through empirical research and design practice closely related to its users, this study has explored the motivational aspects behind trading within the platform and concept of REKO-ring Malmö. An analysis of the existing service in relation to its producers and consumers has been made to formulate problems related to how the platform works today. The study results in a design proposal of a new digital platform that shows improvement in meeting the needs and expectations of the consumers found during the empirical research.

Behovet av att se över kopplingarna mellan livsmedelsförsörjningen, hållbarhet och suveränitet - vid tillhandahållandet av livsmedel - har ökat i och med en instabil och osäker omvärld. En ökad lokal och småskalig livsmedelsproduktion skulle på ett nationellt plan kunna göra livsmedelssystemet mer robust och resilient vid eventuella störningar. Denna studie avser att ge en bred bild av konsumenters attityd, engagemang, kunskap och beteende kring beredskapsfrågan, livsmedelssäkerhet samt konsumtion av lokalproducerade varor. Studien avser också undersöka Sveriges nationella ambitionsnivå för att främja utvecklingen av en hållbar, långsiktigt och konkurrenskraftig livsmedelskedja och på vilket sätt samhället bidrar eller kan bidra till att underlätta och stimulera den typen av näringsverksamhet. Resultatet visar att det råder en stark positiv attityd, medelhög kunskapsnivå, medelhögt engagemang samt starkt positivt beteende bland respondenterna. Resultatet visar även att inställningen till lokalproducerade livsmedel är positiv och att den framför allt kan härledas till känslan av samhörighet och värnandet om den lokala levande landsbygden. Gällande beredskapsfrågan så råder det bland respondenterna en tydlig koppling till småskalig och lokalproducerad livsmedelsproduktion såväl som till självförsörjning. Det föreligger dock stora hinder med småskaliga verksamheter i form av pris och tillgänglighet, både i form av utbud, öppettider och kommunikation. Det är idag mest resursstarka konsumentgrupper som köper lokalproducerat och det finns en risk för en ökande segregation i detta. Staten skulle kunna driva på för att få på plats en definition av lokalproducerade livsmedel samt arbeta med mjuka styrmedel såsom exempelvis miljömärkningar. De skulle också kunna höja taket för direkta upphandlingar inom ramen för EU-direktivet om offentlig upphandling så att kommunerna kan köpa in en större andel lokalproducerade livsmedel i sin offentliga upphandling. / The requirement to review the links between food security, sustainability, and sovereignty - in the provision of food - has increased in an uncertain and unstable environment. Increased local and small-scale food production could, on a national level, make the food system more robust and resilient in the event of disturbances and crises. This study intends to give a broad picture of consumers' attitude, commitment, knowledge and behavior regarding preparedness, food safety and consumption of locally produced food. The study also intends to examine Sweden's national ambition to promote the development of a sustainable, long-term, and competitive food chain and in what way society contributes or can contribute to facilitating and stimulating that type of business. The result shows that there is a strong positive attitude, medium level of knowledge, medium commitment and strong positive behavior among the respondents. The results also show that the attitude towards locally produced food among consumers is positive and can be mainly attributed to the feeling of belonging and the protection of the local living countryside. Regarding the issue of preparedness, there is a clear connection to small-scale and locally produced food production as well as self-sufficiency among the respondents. However, there are major obstacles regarding the price and availability, both in terms of range, opening hours and communication. It is today the most resourceful consumer groups in the society that are able to buy locally produced products and there is a risk of increasing segregation in this. The state could also push to get a definition of locally produced food in place and work with soft control instruments such as, for example, an environmental label. They could also raise the amount for direct procurement within the framework of the EU-directive on public procurement so that the municipalities can buy a greater proportion of locally produced food in their public procurement.

Bakgrund Den svenska dagligvaruhandeln blir alltmer koncentrerad med större och färre livsmedelskedjor. Detta har resulterat i en maktobalans mellan livsmedelskedjorna och dess leverantörer. Trots livsmedelskedjornas uppenbara maktövertag ser aktörerna många anledningar till att samarbeta med varandra. Det har blivit allt viktigare för aktörer inom distributionskanaler för färska livsmedel att samarbeta för att bland annat kunna erbjuda konsumenten högkvalitativa produkter. Som följd av detta har det skett en utveckling av relationerna inom dessa distributionskanaler med ökad interaktion mellan aktörerna. För leverantörer som erbjuder närodlade produkter har det visat sig vara av stor vikt med interaktion för att bygga en förtroendefull relation till det köpande företaget. Den svenska konsumtionen av både närodlad och ekologisk frukt och grönt har ökat markant under de senaste åren och har blivit viktiga produktkategorier för dagligvaruhandeln. Med utgångspunkt i den kunskapslucka som finns inom svenska distributionskanaler för ekologisk och närodlad frukt och grönt, avser studien att undersöka dessa produktkategorier närmare. Studien har främst fokuserat på hur odlare som erbjuder ekologisk respektive närodlad frukt och grönt kan stärka sin position på marknaden. Studien vill även påvisa skillnader mellan närodlat respektive ekologiskt och om leverantörer som erbjuder någon av dessa produktkategorier har en starkare position på marknaden än den andra. Syfte Syftet med studien är att analysera relationer och maktbalansen mellan aktörer i distributionskanaler för ekologisk respektive närodlad frukt och grönt, där fokus är att komparera dessa två produktkategorier. MetodFör att svara på syftet med studien genomfördes totalt 11 intervjuer  med fem olika företag inom distributionskanalen för frukt och grönt. Dessa företag var detaljisten och grossisten ICA, grossisten Östgöta Trädgårdshall och tre olika producenter (odlare). Slutsats Studien visar på att det finns en tendens till att leverantörer för närodlade produkter har en starkare maktposition på den studerade marknaden än ekologiska leverantörer. Det kan även fastställas att relationerna är viktiga i distributionskanalen för frukt och grönt, inte minst mellan aktörer som har ett utbyte av närodlade produkter. Relationer kan även konstateras ha en inverkan på maktförhållandet mellan aktörer, då det har visats att den enskilda leverantören kan stärka sin maktposition gentemot livsmedelskedjan genom att investera i en nära relation. / Background The Swedish food distribution industry is becoming increasingly concentrated with fewer and larger supermarket chains. This has resulted in power imbalance between supermarkets and their suppliers. Despite the power of the supermarkets, the channel members recognise the need to cooperate with each other. It has become increasingly important for members of the distribution channels for fresh food to cooperate in order to offer the consumers high-quality products. The outcome of this is an elaborated relationship and a higher interaction between channel members. For suppliers that offer local products, it has proved to be of even greater importance with interaction in order to gain trust from the purchasing companies. Consumption of both local and organic fruit and vegetables has increased significantly in the recent years in Sweden. Therefore these product categories have become important to the supermarkets. Based on the lack of research of the Swedish distribution channels for organic and local fruit and vegetables, this study intends to analyse these product categories further. The study has mainly focused on how growers, who offer local or organic fruits and vegetables, can strengthen their position in the market. The study also intends to demonstrate possible differences between suppliers offering local and organic products, to see if one of these categories has a stronger market position than the other. Purpose The purpose of the study is to analyse the relationships and the power balance between members in the distribution channels for organic and local fruits and vegetables, where the focus is to compare these two product categories. Execution To answer the purpose of the study, a total of 11 interviews with five different companies in the distribution channel for fruit and vegetables were conducted. These companies were the retailer and wholesaler ICA, the wholesaler Östgöta Trädgårdshall and three producers (growers). Conclusion The study implies that suppliers for local products may have a greater power position within the studied market than suppliers for organic products. Furthermore, the study confirms that relationships are important between actors in the distribution channel of fruits and vegetables, especially in channels that involve an exchange of local products. Relationships also have an impact on the power balance between the actors thus it appeared that individual suppliers strengthen their power position towards the supermarkets by intimate relationships.

The climate crisis is a well-known problem in the world that has contributed to increased interest in locally produced products. However, according to previous research, the use of local meat in restaurants is not obvious due to problems with both price and deliveries. Despite the hospitality industry's impact on consumption trends, the lack of studies on chefs'perspective on locally produced food is limited. The purpose of the study is therefore to identify central factors that influence the decision-making process of chefs when purchasing locally produced meat in Skåne. To study the chefs, a qualitative method was used, semi-structured interviews in which four chefs participated. Interest in locally produced meat is great, but there are problems with a delivery guarantee and the cost. Important factors for the respondents were the quality that was linked to the sensory properties of taste and texture. To enable an increased use of locally produced meat, taxes and fees need to be reduced in order to be able to lower prices at all levels. Consumer awareness of the climate footprint has increased demand and thus demands that restaurants purchase locally produced meat. Increased delivery guarantee can be made possible by using wholesalers as intermediaries. The study therefore strives to contribute with knowledge and understanding of what is required in Skåne to increase the possibility of using local meat in restaurants.

The aim of this study was to explore consumers’ descriptions of sustainable food consumption. The concept of sustainability can be difficult to grasp, but is often defined in terms of three pillars; environment, society and economy. Prior research of sustainable food consumption have often focused on one of the pillars rather than all of them together in relation to consumers understandings of sustainable food consumption. Notwithstanding, previous research have mentioned that in order to fully comprehend sustainability it is essential to take all of the three pillars into consideration. Therefore, this study acknowledged this gap, as it focused on the three pillars of sustainability as a base, and further connected the three pillars to the four food concepts; organic, Fairtrade, sustainable diets and waste, in order to fully understand consumers descriptions of sustainable food consumption. The study was conducted using a qualitative approach, and the data was collected through semi-structured interviews with a sample of students and employees at Linnaeus University in Sweden. The interviewees gave varied and interesting answers, which later were analyzed in comparison to the theory on the subject. With the answers from the interviews it was concluded that environmental and social sustainability were prioritized to economic sustainability among participants. As the participants’ descriptions of sustainable food consumption was varied, and all of the four concepts in relation to three pillars were analyzed, a framework was developed in order to clarify how the consumers describe sustainable food consumption. The study also presents a number of implications for further research as well as managerial implications.  Keywords Sustainable food consumption, consumers description, three pillars of sustainability, economic sustainability, environmental sustainability, social sustainability, organic, Fairtrade, sustainable diets, vegetarian, locally produced, waste reduction, food waste

Restaurangutläggen har ökat sedan 2010 och efterfrågan på lokalt producerad mat har ökat allt mer senaste tiden, vars syfte inte längre enbart syftar till att mätta idag. Trender har lett till att mervärden inom mat såsom kvalité, hållbarhet och ursprung efterfrågas, varpå restauranger har anpassat sig till detta för att skapa en matupplevelse. Restauranger efterfrågar därmed en större kvantitet av lokalt producerade råvaror. Grossister verkar mellan producenter och restauranger som en länk för att förmedla råvaror och dess mervärde, men trots det finns brister vid förmedlingen. Tidigare studier har påvisat att lokala producenter har hög kunskap inom sin produktion, men lägre kunskaper inom marknadsföring. Studien syftar till att studera värdekedjan mellan producent, grossist och restaurang samt förutsättningar för en grossists värdeskapande på en lokal marknad. För att kunna besvara syftet besvaras tre forskningsfrågor, vilka ämnar till att öka förståelsen för hur värdekedjan ser ut på en lokal marknad samt öka förståelse kring grossistens roll som värdeskapande aktör. Resultatet av studien visar att värdekedjan fungerar, men att det finns brister vid förmedlingen av mervärde mellan aktörerna. Mellan varje aktör verkar distributionskanaler var mervärden flödar. Ytterligare mervärden konstaterades efterfrågas, vilka inte framgick bland alla aktörer. Vidare kunde det konstateras att det råder otydligheter kring begreppet distribution, vilket anses vara en orsakande faktor till den brist kring förmedling av mervärde som råder idag. Studien har bidragit till att belysa de brister som råder idag, för att öka medvetenhet kring dessa. Vidare har en SWOT-analys lyft fram aspekter som anses vara väsentliga att ta hänsyn till. Studien anses därför vara till nytta för aktörer inom livsmedelsbranschen, specifikt de som verkar på en lokal marknad. / Restaurant outlays have increased since 2010 and the demand for locally produced food has increased more recently, the purpose of which is no longer solely to fill today. Trends have created other demands which restaurants have adapted to, to create a dining experience. Restaurants are thus demanding a larger quantity of locally produced raw ingredients. Wholesalers operate between producers and restaurants as a link to mediate raw ingredients and their added value. Yet, there are deficiencies in the mediation. Previous studies have shown that local producers are knowledgeable in their production, but less knowledgeable in marketing. The purpose is to study the value chain between producer, wholesaler, and restaurant as well as the conditions for a wholesaler's value creation in a local market. To be able to answer the purpose, three research questions have been proposed, which aim to increase the understanding of how the value chain looks like in a local market and increase the understanding of a wholesaler's role as a value-creating actor. The results of the study show that the value chain works, but that there is a deficiency in the mediation of added value between the actors. Distribution channels seem to flow between each actor where added value flows. Other added values were found to be in demand, which was not apparent among all actors. Furthermore, it was found that there is some ambiguity about the concept of distribution, which is considered to be a causative factor for the lack of value-added mediation that prevails today. The study has contributed to highlighting the shortcomings that exist today, to raise awareness of these. Furthermore, a SWOT-analysis has highlighted aspects that are considered to be essential to take into account. The study is therefore considered to be of benefit to actors in the food industry, specifically those operating on a local market.