”Jag känner mig levande när jag handlar här, mer mänsklig på något sätt” En kvalitativ studie om konsumenters uppfattningar av att handla i småskaliga livsmedelsbutiker

Abstract

This study examines consumers' opinions about shopping in small-scale stores focusing specifically on how they perceive the store, but also their relationship to the products and whether these are organic, locally produced or in season. The study is performed through a local focus but with global perspectives such as the climate changes which the global industrial food systems are implicated in. The theoretical approach is based on Pine and Gilmore’s (1998) notion of the experience economy along with concepts such as authenticity, glocalization and food sovereignty. For the empirical data, 28 semi-structured interviews were conducted along with participating observation in some cases. The data was analyzed through a thematic analysis, which also serves as the study’s design. The main results highlight closeness and authenticity as the main reasons as to why shoppers visit the small-scale stores, in addition to the more niche variety of products they offer and, in general, more affordable prices. One of the conclusions shows that people want to shop more sustainably but are hindered to do so due to economic constraints and limited accessibility. Another conclusion concerns that in our modern, technological and standardized world, people are searching for memorable experiences while shopping for food that stimulate cozy and familiar feelings. This study identifies a clear interest in shopping in small-scale stores but also a resistance against larger commodity chains and what is considered their standardized and impersonal characteristics.