Valio: How are sustainable choices made and what does it mean for Valio

How does sustainability become a part of purchase decisions? We conducted ethnographic research for Valio, regarding consumer sustainability.

Through an anthropological research approach, Valio got understanding about:

  • Target consumers’ views on sustainability, and the different meanings and themes it embodies for consumers.
  • The role of sustainability in consumers’ lives.
  • How the themes related to sustainability of foodstuff link with larger themes of sustainability.
  • How the target consumer should be approached about the themes of sustainability.
  • How does the theme of sustainability affect consumption and become a part of purchase decisions.

Because the research was conducted remotely, we followed the lives of consumers through a reflective journal about daily decisions and the role sustainability plays in them. Before and after the journal, one-on-one interviews were held, in order to dig deeper into the themes.

The gathered data was analyzed in analysis workshops, one of which was facilitated for the Valio team. This way the valuable internal view and expertise were incorporated into the analysis, and the insights became Valio’s own.

For more information, please contact

Anna Martela
Director, Research and Insight