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This research paper focuses on why intentions to buy organic and/or eco-friendly food are not always manifested in practice. Based on Warde's antinomies of structural opposition, we found several consumer dilemmas including the dilemma of choosing between organic and eco-friendly food. This study addresses ethical and environmental concerns that contemporary Swedish consumers have when eating organic and taking environmental action and presents some consumer strategies used to cope with these concerns.

The empirical data was collected from a consumer panel followed during 18 months. A mix of qualitative methods was used; interviews, shop-along studies, ZMET, collecting shopping receipts and poems.

The research paper contributes with knowledge about the dilemma between organic and eco-friendly. It further defines the strategy of “justification of non-choices” as the most common consumer strategy to cope with the dilemma.

Results from this study shows that conscious consumers often face a conflict between buying organic food and taking environmental considerations. In order to solve the conflict consumers used various strategies; justification of non-choices was the most common strategy.

For wholesalers and retailers the results show that conscious consumers demands groceries that are both organic and eco-friendly in order to act on intentions.

By using innovative qualitative methods this report identifies some contemporary consumer dilemmas. The dilemma that the most conscious consumers have is the dilemma between organic and eco-friendly. In order to solve this “justification of non-choices” is the most common strategy for consumers to handle the dilemma.