Naslov
How do consumers in Vienna perceive the organic sector?

Autori
Rubarth, Sophia

Vrsta, podvrsta i kategorija rada
Ocjenski radovi, diplomski rad, diplomski

Fakultet
Department of Economics and Social Sciences

Mjesto
Vienna

Datum
06.10

Godina
2020

Stranica
80

Mentor
Darnhofer, Ika ; Zgorelec, Zeljka

Neposredni voditelj
Zagata, Lukas

Ključne riječi
organic sector ; organic consumers ; Austria ; Q methodology ; sustainability in agri-food systems

Sažetak
The organic sector in Austria is seen as one of the most successful in Europe. During the last decades, it has become established on the market and in policies, as well as in the consumers’ awareness. Actors of the organic movement currently discuss its future development. Some of them see potential in the organic sector to contribute to increasing the overall sustainability in the agri-food system. For the organic sector to be able to contribute to this development partly depends on the consumers’ attitudes and expectations towards organic. This thesis offers insights into how consumers of organic food in Vienna view the Austrian organic sector. Q methodology was used to find shared perspectives amongst the participants of my study, as it includes both quantitative and qualitative elements. To collect the data, I conducted interviews with 21 consumers who live in Vienna and who purchase organic food regularly. The analysis of their q-sorts identified three groups of consumers: (1) deep-rooted organics, (2) critical organics and (3) sceptical followers. The study revealed differences and commonalities in their attitudes and underlying thinking patterns regarding organic. While the ‘deep-rooted organics’ are convinced that we need a global organic agriculture, the other two groups do not show such high ambitions. Despite some striking differences between the identified groups, all of them share the view that the government is responsible for supporting the organic sector and must not give away this responsibility to the consumers. The results also show some commonalities: all interviewed consumers see the need for the agri-food system to become more sustainable, and they agree that the organic sector can play its part in such a transformation.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija)

POVEZANOST RADA