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University of Gothenburg
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Food choice: A choice between many good things that might be misunderstood

The decision about what food to buy is nowadays a complex decision and it is not easy to be a “good” consumer. Consumers care about price, taste, look, health, location of production, transport, use of pesticides, animal welfare, the use of antibiotics, the effects on climate etc. At the same time previous studies about food show that there is often poor understanding among the general public about what we really mean by GMO free food, ecological production, antibiotic use in meat production or good respective bad animal welfare.