From Sweden?! Exploring the Attitude-Behavior Gap for Domestic Food Products

“Eating local” seems to have become a prerogative in public debate. Yet, there tends to be a significant gap between consumers' stated intentions to purchase such foods and their actual purchasing behavior. This paper explores the narratives that consumers deploy to navigate and rationalize this gap. Showing the kind of strategies they employ to reconcile their intentions with their actions. What conflicts arise in such narratives? What balancing acts appear? How are they dealt with?