Replacing meat from animals with cultured meat and edible insects might reduce the impact on climate and the environment. That said, in order to fulfill their function as a sustainable food, insects and cultured meat would need to be consumed, on a wider scale and with a real-time reduction in meat consumption.   The aim of this study was to explore consumers' attitudes toward consuming insects and cultured meat, whilst gathering an understanding of what consumers, themselves, believe to be acceptable to consume in the future. Fifteen individual semi-structured interviews, of both men and women, were conducted outside a supermarket in central Sweden. Data was transcribed and analyzed thematically. The results highlight that for some respondents, insects are perceived as alien and undesirable, while cultured meat was perceived as too unnatural to be eaten; whilst others expressed both reluctance and a curiosity towards cultured meat and edible insects. Most respondents believed they will eat less meat, more vegetables and vegetarian protein in the future, and might try insects and cultured meat in hidden forms such as in sausage. The conclusion was that consumers had a mixed attitude toward eating insects and cultured meat. / Enligt FN och FAO måste matvanorna i västvärlden ändras eftersom de inte är hållbara. Jordbruket orsakar utsläpp av stora mängder växthusgaser, och köttproduktionen står för den allra största delen av dessa. Ätbara insekter och odlat kött kan vara alternativa proteinkällor till exempelvis kött, de är mer miljövänliga med avseende på koldioxidutsläpp, vattenförbrukning, markanvändning och energiåtgång. För att livsmedlen ska fylla sin funktion som hållbara proteinkällor så krävs det att de konsumeras av befolkningen. Syftet med denna studie var att studera svenska konsumenters attityder till att äta insekter och odlat kött, samt att undersöka vad konsumenterna själva tror att de kommer att äta i framtiden.   Studien är kvalitativ med en fenomenologisk ansats. Data insamlades med hjälp av intervjuer. 15 personer i olika åldrar deltog i studien, varav 8 kvinnor och 7 män.   Resultatet visade att det finns en blandad attityd till att äta insekter och odlat kött. Insekter upplevdes som främmande och äckligt, och odlat kött som alltför onaturligt för att ätas. Det fanns både en tveksamhet och en nyfikenhet hos respondenterna till dessa alternativa proteinkällor. Hos de som hade en positiv attityd till att äta livsmedlen uppgavs miljövinsterna som främsta anledning till att konsumera dem. Hos de som hade en negativ attityd angavs känslor av äckel som främsta anledning till att inte konsumera insekter och odlat kött. Om insekterna eller det odlade köttet var dolt såsom i korv kunde vissa respondenter tänka sig att äta. Faktorer som ett fördelaktigt pris, god tillgänglighet och att produkter baserade på odlat kött och insekter är godkända enligt livsmedelslagstiftning, påverkade respondenternas villighet att konsumera dessa. Respondenterna trodde framförallt att de kommer att äta mindre kött, mer grönsaker och mer vegetariskt protein i framtiden.   Slutsatsen är att det finns både positiva och negativa attityder till att äta insekter och odlat kött. Viljan att konsumera produkter baserade på dessa livsmedel verkar öka om livsmedlet är dolt, såsom i korv. Detta gäller både för insekter och odlat kött.

<p>The<em> Purpose </em>of this study was to examine what knowledge and which attitudes there are about environmental friendly food in the society. To do so an essay were constructed and distributed to five different working places. Altogether there were 50 essays distributed and 43 were returned. <em>The main result; </em>the respondents think that it is important for people to learn how to consume food in a more environmentally friendly way. The majority of the respondents recognized the eco-label KRAV but the European eco-label and Demeter were not recognized in a less extent. Few of the respondents knew what GMO stands for. Over half of the respondents thought that it is pretty important/important or very important to buy ecological food but only one third of them said that they commonly/always buy ecologic food. Slightly more than one third was shore that they could contribute to an environmental friendly development by consuming ecological food. <em>Conclusion:</em> the respondents know too little about what the eco-labels stands for. Far from everyone is convinced that it actually is environmental friendly to buy environmental friendly food.</p>

The Purpose of this study was to examine what knowledge and which attitudes there are about environmental friendly food in the society. To do so an essay were constructed and distributed to five different working places. Altogether there were 50 essays distributed and 43 were returned. The main result; the respondents think that it is important for people to learn how to consume food in a more environmentally friendly way. The majority of the respondents recognized the eco-label KRAV but the European eco-label and Demeter were not recognized in a less extent. Few of the respondents knew what GMO stands for. Over half of the respondents thought that it is pretty important/important or very important to buy ecological food but only one third of them said that they commonly/always buy ecologic food. Slightly more than one third was shore that they could contribute to an environmental friendly development by consuming ecological food. Conclusion: the respondents know too little about what the eco-labels stands for. Far from everyone is convinced that it actually is environmental friendly to buy environmental friendly food.