Epsilon Archive for Student Projects

Abstract

The role of our consumption in reducing environmental problems is increasingly lifted, not the least
our choice in food. Recently, the searchlight has been turned to the milk industry with an increased
medial debate as a result. This thesis explores the consumer perception of the environmental
sustainability of the Swedish milk industry and the perception of the debate thereof. Possible
explanations to how the perception of the milk industry emerges are also explored. The investigation
is conducted trough 13 individual interviews. Two groups are examined: 1) consumers and 2)
researchers on life cycle analysis and environmental experts from the milk industry. The analysis
consists of two steps. Firstly, interpretative repertoires are detected. Secondly, a theoretical
framework built around social learning and “the new media” is used. The result of the study suggests
that within the consumer group, the environmental perception of the milk industry differs and is
multifaceted. The most salient repertoires amongst the consumers are 1) Swedish industry as
essentially different, 2) ambivalence regarding its environmental impact. The perception of the
“experts” is divided. In the emergence of the consumer perception, social learning and media are
important. The consumers’ and the experts’ perception of the debate differs. While the consumers do
not see this debate as salient or central, the opposite is expressed amongst the researchers and experts.
Both groups perceive the debate as emotional and polarized.