ORGANIC FOOD CONSUMERS’ LIFESTYLE IN SWEDEN

Abstract: Organic food market is very challenging in Europe and growing rapidly as consumers areconcerned about health and environment particularly Sweden is one of the greenest countries.Many of previous researches have been done on attitudes toward organic food consumptionbased on demographics data. This paper presents the relationship between lifestyle which is apart of psychographics and organic food consumption in Sweden. Quantitative data iscollected by survey method consisting of structured question and analyzed the relationship oflifestyle and organic food consumption by regression analysis.The result shows that there is the significant relationship between organic food consumptionand lifestyle. There are also relationships between organic food consumption age, gender,education, income, and perceived risks but we cannot find its relationship with motivationfactor that are health concern, environmental concern and values.