Attitudes to new technology and production methods are in part controlled by personal values, e.g. genetically modified food.
Whether the consumer actually follows their intensions relies among other things on their will power.
Recent research has contributed to an increasingly greater belief that food choice can be routine and develop into a habit. Unhealthy food habits can be extremely difficult to change.
An important question, which is currently being studied, is therefore which role habit plays in consumer choice and preferences, and how habits can be changed.
Our research provides more knowledge about the relationship between values and attitudes to existing and new or non-traditional technologies. This is especially important with respect to the producer's communication strategy towards consumers, and to understanding the background for the choices consumers make.
This area of research is closely linked to the research on environment and ethics because there is reason to believe that values are closely connected to the choice of, for example, organic food.
