How consumer behavior has changed in the north of Sweden : A qualitative study in the context of high food inflation

The aim of this study is to explore how residents of northern Sweden's consumer behavior regarding groceries has changed during a time of high inflation. As a result of the recent COVID-19 pandemic, as well as the war in Ukraine, the Swedish economy currently suffers from high inflation. The inflation rate in December of 2022 was at 12.3%, which is the highest rate in the country since the financial crisis in the early 1990s. Moreover, When Russia invaded Ukraine, supply disruptions returned, causing an especially great disturbance in the energy supply which further increased inflation. An evident consequence of this, is the spike in food prices, and subsequently also changes in consumer behavior. The purpose of the study is to expand the existing pool of empirical understanding of consumer behavior regarding groceries in the context of high inflation. The objective is to understand the internal and external factors, individual values and experiences that underlie changed consumer behaviors and purchasing decisions in the context of high food inflation among residents of northern Sweden. The goal is not to create generalizable results that can be applied to the different occupational groups. Instead, the aim was to identify patterns and themes among these respondents in their respective contexts. The results show that consumer behavior has changed in several different ways. Some of the respondents have become more restrictive, others have increased their spendings on food, and others have changed their grocery shopping habits. Based on the analysis of the empirical findings, which were partly understood with existing consumer behavior theories, conclusions were drawn, and the research questions were answered. Thereon, implications and future research suggestions are presented.