Den vilsna konsumenten
Hur konsumenter av ekologisk mat orienterar sig i märkesdjungeln
OrganicCertificationTrustBrand recognitionSkepticismTrade markTrade labelFocus groupsEkologiskCertifieringFörtroendeVarumärkesigenkänningSkepticismVarumärkenFokusgrupper
There are many eco-brands on food products. It can be confusing for the consumer to know which one to trust or choose and since July 2012, there is an EU law and a mandatory EU organic label that must be displayed on all food products marketed as organic, eco or bio.Organic brands from a consumer perspective have previously been studied in England. This is a similar study in the form of focus groups, to explore and examine how consumers perceive and trust organic brand or labels in Sweden. It also explores which knowledge consumers have regarding why a product has an organic brand and what it means.The study shows that consumers perceive organic brands by brand recognition rather than knowledge regarding what each label means. It also shows that the consumer is confused by and skeptical to the wide range of markings and symbols on organic food products. This means that the system that exists today does not work according to the aim of the EU rules for production and labeling of organic products.