„Hauptsache, es schmeckt“ - der Einfluss von Jugendlichen auf den Öko-Lebensmittelkonsum in Familien

This contribution presents results of a qualitative study investigating juveniles’ influence in family decision-making with regard to organic food. According to recent research it can be assumed that expenditures for organic food in families with children decline as children grow older. For organic food marketing this raises the questions if, why and how juveniles influence family decision-making and what organic products are prefered or rejected? Semi-structured interviews were conducted with juveniles aged 13 to 18 years. The data was analysed using qualitative content analysis. Most juveniles proved to be open-minded towards organic food and they supported its consumption at home. Juveniles’ main criticism encompassed the taste of some organic product groups such as sweets, crisps, spreads and pizzas. If juveniles are not satisfied with the taste of an organic product they use different strategies to influence family purchase decisions. The main aim of these strategies is often to buy a conventional product. Therefore, organic suppliers should invest more money into researching juveniles’ specific taste preferences and should develop products which meet the expectations of juveniles better with respect to taste, but also regarding product appearance and packaging. Via advertising, product images should be optimised to comply with the actual lifestyle of the target group. Ethical aspects should also be included into communication strategies, as juveniles have a special sense for social justice and animal welfare