Many consumers were aware that they should buy Swedish pork but did not really know why. Customers who bought imported pork had simpler reasoning behind their buying decisions – it is cheap. Those who bought organic and locally produced or Scan* labelled pork had more complex reasoning.
In a two-year study at SLU consumers' purchasing behaviour regarding pork was examined. The researchers found that many consumers were aware that they should buy Swedish pork but did not really know why.
The questions were asked either immediately after the customer has chosen her product, or at a later time. The answer given in connection with the purchase lifted factors that were important at the time of purchase, while answers given the later could be interpreted as reconstructions.
The researchers also note that it is important for food manufacturers to think about the stores' meat buyers because they are closest to the consumers and deciding what products to offer.
*Scan is a well-known brand for Swedish meat.