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The purpose of this paper is to gain a deeper understanding of the market for sustainably produced domestic products by categorising consumers into homogeneous groups. Thereby, the role of sustainability in the purchase of domestic products should also be identified.

Paper-and-pencil questionnaires were sent to a random sample of Swiss households and completed by 1,174 individuals from the German- and French-speaking parts of Switzerland. A principal component analysis resulted in 12 components, which were then used in a hierarchical cluster analysis.

For all the identified consumer segments except one, sustainability or product origin (or both) is an important decision criterion that influences their food shopping behaviour. The results show that patriotism is not necessarily the only reason for buying domestically produced food and agricultural products. The decision to buy domestic food products is also associated with ecological, economic and social sustainability as well as other factors, such as healthfulness, regionality and seasonality.

The study shows how the sustainability and consumption of domestic food products are linked and reveals important drivers of consumption.

The purpose of this paper is to identify those product characteristics that are of importance to consumers of organic food in Switzerland.

In order to identify important organic product characteristics, this study applies a Generalized Linear Model using a six-year sample of Swiss household data distinguishing between organic and conventional products at the product level.

The analysis reveals three product-related dimensions of importance. First, Swiss consumers prefer unprocessed organic products over highly processed ones suggesting that communicating potential benefits of organic food is more promising for unprocessed products. Second, organic consumers are reluctant to buy products with high price premiums. Third, Swiss consumers prefer domestically produced organic products over imported ones.

The results imply that supporting organic agriculture in Switzerland is still promising from a policy and a marketing perspective as long as the organic price premium is not too high.

This paper presents results regarding the determinants of the organic market share in Switzerland. They give a first understanding of which product characteristics determine organic market shares. From a policy as well as from a marketing perspective a further investigation at the household level is promising in order to understand and respond to the needs and expectations of Swiss consumers.