Vitenskapelig artikkel

Consumers of organic foods – value segments and liking of bread

Kihlberg, Iwona; Risvik, Einar


Tidsskrift: Food Quality and Preference, vol. 18, p. 471–481, 2007

Utgiver: Elsevier

Utgave: 3

Internasjonale standardnumre:
Trykt: 0950-3293
Elektronisk: 1873-6343

Open Access: none


Five, quite different white pan breads (A199, A300, C99, D99, E00) were chosen from twelve samples by Principal Component Analysis. Milling, baking, sensory assessment and sample preparation are described in Kihlberg, Öström, Johansson, and Risvik (2004). The consumer test, an acceptance test, was conducted on adult organic consumers (184 in two age groups ≤30 and >30). The selected breads were tasted and scored for liking. Subsequent to the tasting, the consumers filled in a questionnaire with a complete set of the 56 Schwartz values and ten statements related to issues of specific interest in this context. Results confirmed the main groups of the near universal structure of values suggested by Schwartz and revealed different segments among Swedish organic consumers. Consumer groups differed significantly in values and in liking of breads. In the group of most liked breads (three of five) were both organic and conventional breads. Consumption frequency was also related to the values.