Ökologische Lebensmittelverarbeitung aus Sicht der Verbraucher_innen (ProOrg) [Dataset]
Description
This data set is a qualitative consumer study from March 2019. A total of nine focus group discussions were conducted with a total of 84 participants in Germany and Switzerland. The sample consisted of people who bought organic products at least once every two weeks and were recruited via a private market research agency from an online access panel. Each focus group had the following socio-economic criteria: - 33% to 66% female - 50% between 18 and 45 years old and 50% between 46 and 75 years old - and at least 33% and a maximum of 66% employed full or part-time
The focus groups were conducted in March 2019 and lasted 90 minutes. The researcher moderated almost all focus groups herself, following a loosely structured discussion guide. The audio recordings were fully transcribed by a professional transcription agency.
