Yes, that's us. Organic, fair and regional are important to us, but when it comes to shopping, it's the price that counts! The current IHaM analysis deals with the discrepancy between attitudes and behavior - a well-known phenomenon in consumer psychology. This is because consumers' attitudes do not (always) correspond to their actual purchasing behavior.

"Because as much as we care about organic, fair, regional and quality, at the end of the day it's often the price that decides which product we buy. For example, half of the consumers in the anonymous survey admitted that quality is very important to them, but that price is ultimately the deciding factor when shopping,” explains Dr. Ernst Gittenberger.

"We consumers seem to be true masters at living - or having to live - our own ‘hypocrisy’. Although ethics, organic, regionality and quality have long been in our heads, our actions are lagging behind. In the current situation, we often have no other choice. Economic uncertainty and the need to make savings contribute significantly to this discrepancy. We are not pointing a finger here, we are simply pointing out the phenomenon - on the basis of empirical data,” sums up IHAM Head of the Institute Prof. Dr. Christoph Teller.