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Är konsumenter villiga att betala mer för svensk mjölk?: En undersökning om villighet att betala mer för svensk mjölk.
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Are consumers willing to pay more for Swedish milk? : A research about willingness to pay more for Swedish milk. (English)
Abstract [sv]

I nästan 30 år har mjölkbönderna fått samma ersättning för mjölken, många studier har visat hur svårt svenska mjölkbönder har det med lönsamheten. Detta är en problematik som återfinns i många andra länder. Enligt en studie i USA som Conlin (1993) skrev om så bildade några lokala mjölkbönder ett gemensamt företag med ett eget koncept. De tog reda på vilka de värdehöjande egenskaperna för mjölken var och vad folk var villiga att betala för mjölken.Syftet med den här studien var att, likt studien i USA, ta reda på om svenska konsumenter är villiga att betala mer för den svenska mjölken, vilka de viktiga egenskaperna kring mjölken var samt att titta på medvetenheten kring dessa egenskaper.Tidigare studier visade på låg medvetandegrad för mjölkens varumärke och egenskaper samt dess pris. De visade också en högre betalningsvilja för matvaror med inhemskt ursprung.För att undersöka forskningsfrågorna gjordes en webbenkät med cirka 100 deltagare för att mäta dessa egenskaper. Resultatet visade att respondenterna generellt sett var villiga att betala mer för mjölken än det pris de betalade idag. De viktiga egenskaperna visade sig vara att mjölken var svensk och tillverkad i enlighet med de svenska djurrättsreglerna samt att den var ekologisk. Studien visade också att medvetenheten kring den svenska mjölken och dess egenskaper inte var hundraprocentig.Därmed kom denna studie fram till att det finns ett utrymme för att höja priset på mjölk där det föreslås som åtgärd samt att informationen kring mjölken som produkt bör tydliggöras för att skapa medvetenhet.

Abstract [en]

For almost 30 years, the Swedish milk farmers have received the same payment for the milk; many studies have shown how the Swedish milk farmers are struggling with their profitability. This is not a unique problem for Sweden as milk farmers in many countries are struggling with the same issue. A study made in USA that Conlin (1993) wrote was about farmers who got together and started a joint company with their own concept. These farmers found out which factors consumers thought was important for the milk and what they were willing to pay for it.The purpose of this study was, similar to the study in USA, to find out if the Swedish milk consumers were willing to pay more for the Swedish milk, which the important qualities that milk possessed were and if the consumers were aware of these qualities.A previous study showed a low level of awareness about the milk brands and its characteristics. It is also showed a higher level of willingness to pay for domestic groceries.To examine the research questions a web-survey was conducted with about 100 participants. The results of this study showed that the participants generally were willing to pay more for the Swedish milk than what they did today, the important qualities were shown to be the fact that the milk was Swedish, regulations about animal welfare and the fact that it was ecological. In addition to this the awareness about the Swedish milk was not high at all aspects.This study therefore suggested a higher price on milk and to provide more information about the product in order to create a higher level of awareness.

Place, publisher, year, edition, pages
2015. , 55 p.
Keyword [en]
Dairy, farm, milk, groceries, consumer behaviour, willingness to pay
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-8403Local ID: EXC500OAI: oai:DiVA.org:hv-8403DiVA: diva2:859656
Subject / course
Business administration; Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2015-10-08 Created: 2015-10-08 Last updated: 2015-10-08Bibliographically approved

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