The aim of this work package is to understand choice and development of purchase behaviour related to suboptimal food. A dual-process conceptual model will be developed to examine how reasoned (knowledge, involvement, product evaluation) and unreasoned (attitudes and habits) aspects can predict revealed acceptance of and the willingness to pay for suboptimal food. Knowledge, product evaluation, habits, attitudes and environmental barriers of trust related to food quality and the retailer are included as factors of importance. Current producer or retailer-led initiatives are analysed to understand consumer purchase reactions to such initiatives.
Work package leader: Carl Johan Lagerkvist, the Swedish University of Agricultural Sciences