Framtidens mat

: Hur resonerar konsumenter kring matval och hållbarhet idag och för framtiden?

Abstract

Several aspects impact our food choices, which makes it complex. This also implies that it is often difficult to control the consumers to change their food choices to become more sustainable. The aim of this study was to examine from a sustainability perspective how consumers reason about food choices today and for the future. A qualitative study was conducted using focus group interviews to discuss questions about sustainability and food choices. The result was analyzed from Belasco’s theory about the culinary triangle of contradictions. The result showed that for many people food choices were governed by price rather than the desire to make, what they consider, a good choice., For some informants this resulted in not being able to take responsibility for the sustainability they wanted. Moreover, identity reflected many of the choices, where tradition, habits and personal taste preferences were difficult to give up. It also appeared that the future protein source not necessarily needs to be vegetable, but the informants liked to see a more sustainable meat production and consumption that they were willing to support as long as meat could be included in the diet. The informants saw opportunities in eating lab grown meat or more available venison. Importantly, the study showed that change requires time and price appeared to be the biggest factor governing food choices, which means that price change could contribute to an active change in food choices.