The negotiation of healthy food choices by Danish consumers of organic food

There is increasing demand for organic food products throughout the Europe. Health concerns have frequently been found to be the main motivation of consumers purchasing organic products. This article investigates health from the perspective of consumers, and analyzes negotiations of their consumption preferences. The analysis is based on a focus group study conducted in Denmark in 2016.

Three different understandings of health can be found when consumers explain their preferences for organic products:

• Health as purity,
• Health as pleasure,
• Holistic perspective on health.

To know more about the conclusions of this study.

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