Environmental concern in consumer evaluation of food quality

Three food groups, which are central in the Norwegian diet, were chosen for investigation of consumer valuation of quality: fruits and vegetables, potatoes, and meat. Most consumers prioritize freshness, taste and nutritional value. Those consumers who gave priority to environmental aspects were least satisfied with the quality of these products. A further investigation of consumer relationship to environmental aspects of food was made through analyses of the characteristics of consumers who 1) put priority on environmental aspects in their quality valuation of food, 2) are willing to pay an extra price for foods produced in an environmentally sound manner, and 3) buy these products today. The results showed that women are more likely to prioritize environmental aspects in their quality evaluation of food, and they are more likely to buy these products, than men. People in the highest educational group were also more likely to put priority on environmentally sound production. There were geographical differences; people living in Oslo and Northern Norway were least likely to put priority on ecological production. There was no independent effect of income, occupation or age. However, the reasons for buying foods from environmentally sound Production were different in the various age groups. The youngest age group based their buying behavior on the considerations for the environment and animal welfare, whereas consideration for own health was the most prominent reason in the oldest age group. The results indicate that many consumers are interested in foods produced in an ecologically sound manner, but they are not willing to pay the present high prices for these products. Copyright (C) 1996 Elsevier Science Ltd