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Hassel, Bodil, 2017. Perceptions of the milk industry : the role of social learning and the new media. Second cycle, A2E. Uppsala: SLU, Dept. of Urban and Rural Development



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.

Main title:Perceptions of the milk industry
Subtitle:the role of social learning and the new media
Authors:Hassel, Bodil
Supervisor:Bergeå, Hanna
Examiner:Hallgren, Lars
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2017
Level and depth descriptor:Second cycle, A2E
Student's programme affiliation:NM026 Environmental communication and management - Master's programme
Supervising department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:milk industry, environment, perception, consumer, social learning, media
Permanent URL:
Subject. Use of subject categories until 2023-04-30.:Animal husbandry
Deposited On:30 May 2017 11:43
Metadata Last Modified:30 May 2017 11:43

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