Hoe onze boodschappen zijn veranderd sinds de COVID-19 pandemie.

Emilie
Christiaensen

Onze levens zijn drastisch veranderd sinds de start van de COVID-19 pandemie, maar heb je je al eens afgevraagd of dit ook effecten heeft (gehad) op onze boodschappen? En of we gezonder en milieuvriendelijker (zijn) gaan kopen? Een onderzoek verricht door een master studente aan de Faculteit Economie en Bedrijfswetenschappen van de KU Leuven, bestudeerde dit in detail. De resultaten? Deze zijn uiteenlopend en soms verassend. Bijvoorbeeld, consumenten kopen minder milieuvriendelijke producten dan voor de COVID-19 uitbraak.

De studie

De uitbraak van het virus heeft onze levensstijlen en consumptie gewoontes volledig veranderd. Daarom was het doel van de studie te onderzoeken of consumenten meer bewust boodschappen zijn gaan doen. De thesis onderzocht dus hoe consumenten hun aankoop keuzes hebben veranderd sinds het begin van de pandemie, en hoe consumenten van plan zijn hun aankoop keuzes te veranderen in de lange termijn. De bestudeerde aankoop keuzes bevatten ten eerste, gezonde voedingsproducten (zoals suikerarm eten), ten tweede milieuvriendelijke producten (zoals duurzame producten) en ten laatste producten die beide gezond en milieuvriendelijk zijn (zoals lokaal geproduceerd eten). Een online survey, die door bijna 200 respondenten beantwoord werd, leverde informatie naar de verschillende aankopen van gezonde en milieuvriendelijke producten van de consumenten. Deze data werden vervolgens kwantitatief geanalyseerd.

Korte termijn

De korte termijn resultaten laten zien dat consumenten wel degelijk hun keuzes voor boodschappen hebben veranderd sinds het begin van de pandemie. Sommige producten (zoals vers en lokaal geproduceerd eten) worden meer gekocht, terwijl andere (zoals duurzame producten) minder worden gekocht.

Post-pandemie

De informatie die verzameld werd over hoe consumenten verwachten hun aankopen aan te passen van zodra de pandemie ten einde komt, toont gelijkaardige resultaten als de korte termijn data. Opmerkelijk is wel dat mensen iets optimistischer zijn over hun toekomstige gezonde en milieuvriendelijke boodschappen keuzes. Dit wil zeggen dat mensen verwachten dat ze gezonder en meer milieuvriendelijke producten zullen kopen in de toekomst. Hoe dan ook is de toekomst van gezonde en milieuvriendelijke boodschappen nog onzeker en zal de tijd uitwijzen hoe onze boodschappen er uit zullen zien na de pandemie.

Duurzame boodschappen

Voor de start van de pandemie kende meer milieuvriendelijk en duurzaam kopen een toename, maar dit onderzoek toont aan dat consumenten minder kiezen voor producten van ecologisch verantwoorde bedrijven, voor producten met milieuvriendelijke ingrediënten en voor duurzame producten. Dit toont aan dat bijvoorbeeld overheden die de ‘2030 Sustainable Development Goals’ willen halen, nog veel werk hebben om consumenten te overtuigen milieuvriendelijke boodschappen te kopen.

Over de KU Leuven

De Katholieke Universiteit van Leuven is een prestigieuze Belgische universiteit opgericht in 1425. Met haar meer dan 60.000 studenten en 15 faculteiten, biedt de universiteit een hoog gamma van academische programma’s aan. Haar focus op wetenschappelijk onderzoek maakt dat de KU Leuven Europa’s meest innovatieve universiteit is. Voor meer informatie zie https://www.kuleuven.be/over-kuleuven.

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Universiteit of Hogeschool
KU Leuven
Thesis jaar
2021
Promotor(en)
Els Breugelmans
Kernwoorden