Kõrgharidusega noorte käsitlused toidu tarbimisest
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The purpose of the current BA thesis “Approaches to food consumption among young
people with a higher education” was to examine what are the habits of Estonian young
consumers when buying and consuming food in the context of consumer culture. Which are
the criteria that the consumers base their choice in the grocery store and what is the relation
between the young consumer and food in the contemporary society?
In order to examine the current subject, a qualitative approach was used. Five (5) participant
observations and ten (10) in-depth interviews with 21-26-year old youths living in Tartu and
Tallinn were the basis for this empirical analysis. To interpret the mentioned observations
and interviews, qualitative content analysis method was used.
The results were analysed and the conclusions were made according to the five (5) research
questions, which were the following: 1) According to which criteria the consumer makes the
choice in the grocery store? Main concentration was on the following sub-categories: the
quality, healthfulness, taste, price and brands of the products. 2) How is the environmental
economics perceived in the context of food? Is environmental economical consumption one
of the criterions when buying food? 3) Which products are preferred – domestic or foreign?
4) Which risks in connection to food are perceived? What meaning is given to their influence
on the processes of buying and consuming food? 5) How do the media, friends,
acquaintances, partner, lifestyle influence the consuming habits according to the
interviewees themselves?
On the basis of the current Bachelor Thesis, some patterns concerning buying food and
consuming habits can be brought out. For example, it seems that based on the interviewees,
choosing food is habitual and sensual action, that is that certain acting drifts that are already
developed are followed. Environmental friendliness and risks are not important criteria when
choosing food. When consuming food, the interviewees feel that they are influenced by the
media, friends, lifestyle and partner.
Keywords
H Social Sciences (General)