Hyllad, ratad eller anonym
en studie om svenska konsumenters attityder till opastöriserad mjölk
Consumer; Attitudes; Values; Risks; Community; Unpasteurized milk; EmotionsKonsument; Attityder; Mervärde; Risker; Samhälle; Opastöriserad mjölk; Känslor
In Sweden, all milk needs to be pasteurized. Unpasteurized milk [ OPM ] may only be sold in a smaller scale directly from the farmer to the consumer. The law was introduced in 1939, to prevent tuberculosis, which poses no threat today. There are other reasons, such as keepability and risk of pathogenic bacteria, why milk is pasteurized. Despite these risks, many consume OPM. The Swedish food agency proposed 2013 a new law to prohibit all sales of OPM. This proposal received numerous opinions from proponents of OPM. There is limited research on Swedish consumers' attitudes and values regarding OPM. Praised, rejected or anonymous: a study of Swedish consumers' attitudes on unpasteurised milk is a bachelor thesis in food and meal science, Kristianstad University. The study was carried out with a questionnaire designed to explore the attitudes to OPM of Swedish milk consumers, and what they are based on. The results showed that the consumers attitudes about OPM was connected to a higher value. Amongst others, the attitudes were more critical and OPM was seen as a risky product. Most of the consumers oponions were based on childhood, memories and social connections. Despite OPMs higher values, the study shows that due to precationary OPM may not be ready to emerge in this caution and health conscious society Sweden is today.