Swedish Consumers’ Perspectives on Wild Bilberries: Attitudes, Associations, Consumption Patterns, and Foraging Behaviour

32 Pages Posted: 31 Oct 2024

See all articles by Elizabeth S. Collier

Elizabeth S. Collier

affiliation not provided to SSRN

Marcus K. Adevi

affiliation not provided to SSRN

Joshua J. Mayers

RISE Research Institutes of Sweden - Department of Agriculture and Food

Anne Normann

affiliation not provided to SSRN

Thomas T. Lennerfors

Uppsala University

Cecilia Norman

Independent

Johnn Andersson

RISE Research Institutes of Sweden

Abstract

Efforts to develop the wild berry industry in Sweden and internationally call for increased knowledge about the consumer perspective. Therefore, an online survey addressing attitudes, product associations, consumption patterns, and foraging behaviour regarding bilberries was conducted using a nationally representative sample (N=2010). The data were analysed with regression and multinomial testing using a Bayesian approach as well as with correspondence analysis on a check-all-that-apply task. Results indicate that bilberries are consumed regularly in Sweden. A majority of consumers (56.5%) reported foraging for bilberries during 2023 and the estimated total foraging volume is higher than previously reported. The factors considered most important when purchasing bilberries are Swedish origin and good sensory characteristics (taste and texture). Consumers’ associations with bilberry products were described by three multifaceted dimensions: familiar/unfamiliar (also related to hedonics), natural/artificial (also related to sourness/sweetness), and utilitarian/exclusive (also related to situational appropriateness). Fresh bilberries were more likely to be perceived as ‘traditional’ and ‘everyday’ by consumers in Northern vis-à-vis Eastern or Southern Sweden, and women associated both fresh and frozen bilberries with being ‘artificial’ more than men. The results provide important insight for actors that promote a sustainable wild berry industry that acknowledges the voice of the consumer.

Keywords: Bilberries, food culture, Myths, Sustainability Transitions, Voice of the Consumer, healthy eating

Suggested Citation

Collier, Elizabeth S. and Adevi, Marcus K. and Mayers, Joshua J. and Normann, Anne and Lennerfors, Thomas T. and Norman, Cecilia and Andersson, Johnn, Swedish Consumers’ Perspectives on Wild Bilberries: Attitudes, Associations, Consumption Patterns, and Foraging Behaviour. Available at SSRN: https://ssrn.com/abstract=5006028 or http://dx.doi.org/10.2139/ssrn.5006028

Elizabeth S. Collier

affiliation not provided to SSRN ( email )

No Address Available

Marcus K. Adevi

affiliation not provided to SSRN ( email )

No Address Available

Joshua J. Mayers

RISE Research Institutes of Sweden - Department of Agriculture and Food ( email )

Sweden

Anne Normann

affiliation not provided to SSRN ( email )

No Address Available

Thomas T. Lennerfors

Uppsala University ( email )

Box 513
Uppsala, 751 20
Sweden

Cecilia Norman

Independent ( email )

Johnn Andersson (Contact Author)

RISE Research Institutes of Sweden ( email )

Gothenburg
Sweden

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