This article examines sustainable food consumption in the Nordic context, studying to what extent people in Denmark, Finland, Norway, and Sweden have food consumption patterns that are in the current discourse promoted as sustainability enhancing. The article analyses the association of...

Purpose – Consumers are sometimes unexpectedly resistant toward radically innovative product concepts, and it is often argued that this is due to their difficulties in understanding the novel products. Thus, marketing research has focused on new ways to make consumers familiar with new product...