| Summary: | The aim of this study was twofold: Firstly, to find out whether organic meat
consumers are perceived pro-social as defined by Griskevicius et al (2010) with
attributes: Caring, Altruistic and Nice. The second theme was to find out what
values of the perceiver influence that judgement; a glimpse to who finds the
organic bacon consumer as pro-social. Quantitative methods were used in this
study and an internet survey was conducted within students of University of
Helsinki and Aalto University as well as a pre-requited Food West panellists. As
anticipated, the results show that the organic bacon consumer is indeed
perceived significantly more pro-social than the user of conventional bacon. The
results indicate that conservational values: conformity, security and tradition
best explain the pro-social perception on the organic bacon consumer although
also hedonism was found influential in forming the perception. Further the
analysis reveals that the conservational values importance to the person
influence the perception on organic bacon consumer especially within women.
Thus, based on the results it could be hypothesised that the person who
perceives organic bacon consumer as pro-social is a woman who cherishes
conservational values and that the strength of the values determines her
perception. This study contributes new insight to the theory about the influence
of values in forming a perception on organic food (meat) consumers. The
implications drawn from the study can also be used to benefit organisations and
producers in the organic food sector. Empowerment of consumers could be one
way to guide consumers for more pro-environmental consumption behaviour as
it could trigger both, the conservational values as well as hedonism from the selfenhancement
value domain. The rapid growth of alternative agro-food networks
such as local food and urban agriculture suggests that consumers are looking for
ways to participate in the food system and through participation empower
themselves; Resulting in more pro-environmental consumption behaviour.
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