Swedish Consumers' Perspectives on Wild Berries

Описание: This presentation examines Swedish consumers’ perspectives on wild berries, with a particular focus on wild bilberries. It highlights why understanding consumer attitudes and values is essential for developing sustainable and trusted wild berry markets. Foraging remains an important cultural practice in Sweden, closely connected to nature, well-being, and everyday traditions. Consumers value wild berries for their naturalness, health benefits, taste, and authenticity, and often associate wild berry products with quality and sustainability. These perceptions play a key role in shaping product development and market acceptance. Building a sustainable wild bilberry market therefore requires aligning ecological responsibility, transparent value chains, and consumer expectations. By integrating consumer perspectives into research, policy, and market development, stakeholders can actively shape the future of wild berries.

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