Industrihampa

: En kvalitativ studie angående attityder till en växtbaserad dryck tillverkad av industrihampa

Abstract

The climate change is a fact, and the global food production is responsible for 25 – 30 % of the greenhouse gases. To reduce the emissions major changes are needed in the society. For the individuals, a reduced intake of food products made of animals can make a big difference for the environment. To succeed in this matter, a change of attitude and increased knowledge among consumers in the society is required. The purpose of the study is to investigate consumers attitudes and interest in a beverage made of Swedish-grown hemp. Relevant literature and theory were used to gain an increased understanding of people’s food choices and preferences. Focus groups were used as method to interpret consumer’s attitudes about various factors of the hemp beverage. The selection of participants was based on heterogeneous groups with different genders, age and education and the purpose of this was to have a broader discussion among the participants. The study resulted in four different themes with focus around the hemp beverage. It is about the taste, Interest and awareness of Swedish products, The markets added value and Attractive with a clear content. These four different themes are helpful to get an overall picture of consumers knowledge and awareness, but also what is in demand in the market, from a consumer’s perspective. Humankind is a complex being and there is much to consider when change occurs, especially when it is about food and meal. In summary, there is a great interest and awareness for sustainable food choices among consumers, and a strong desire to change their eating habits for a better environment.