The increasing interest of consumers in sustainable products in the world does not overtake Lithuania, where the market for organic food products is gradually establishing itself, although compared to Western Europe, its start is slow. Nevertheless, we can see that our country is now increasingly promoting and supporting sustainable consumption and climate change mitigation actions, so businesses, non-profit organizations and policy makers have a unique opportunity to be at the forefront of these changes. For example, studies in Lithuania show that consumers tend to pay a higher price for organic products, which enables companies not only to contribute to reducing the harmful impact on the environment, but also to gain a competitive advantage in this rapidly growing market.
The post-doctoral research project “Organic food consumption behavior in Lithuania” is being completed at Kaunas University of Technology (KTU) School of Economics and Business (SEB) by dr. Yaseen Bhutto together with the traineeship supervisor prof. dr. Aušra Rūtelionė. They proposed theoretical and conceptual solutions relating to the connections between consumption-related values, consumer identity and behavioral intentions of organic food consumption among Lithuanian consumers. Also, dr. Yaseen Bhutto had the opportunity to improve his qualifications not only in cooperation with KTU colleagues, but also to go on traineeship in University of Beira Interior (Portugal), whose researchers are actively working in the field of sustainable consumption.
The researchers aimed to prepare several publications in international journals, but they also managed to publish them in the prestigious British Food Journal and the interdisciplinary Hellyon journal of the Elsevier publishing company. The practical guidance prepared by the postdoctoral fellow is presented in a popular report for society and business. This information will be used to communicate about the project and to prepare other research projects.
What obstacles Lithuanian consumers face when buying organic food, what is their level of environmental literacy, how not only consumption values but also demographic indicators affect the purchase of such food – these and even more detailed insights and recommendations can be found in dr. Yaseen Bhutto and his traineeship supervisor prof. dr. Aušra Rūtelionė project “Organic food consumption behavior in Lithuania” report, available in Lithuanian and English languages.
Project duration: November 2, 2022 – November 2, 2024.
This project has received funding from the Research Council of Lithuania (LMTLT), agreement No S-PD-22–67.
