Research project Antibiotic resistance (AMR) is a growing threat to public health globally, affecting both humans and animals. This project aims to increase consumer awareness of AMR and its connections to food purchasing. Through mapping of buying behaviors and knowledge, and by using game-based learning, consumers are engaged and encouraged to make sustainable choices. The project strives to create long-term changes in consumer behavior and contribute to more informed and responsible decision-making.
English: Antimicrobial resistance (AMR) is a global threat to human and animal health. Overuse of antibiotics leads to the development of resistant bacteria, contributing to infections that cannot be treated. Consumers’ knowledge of AMR is low, and awareness of future health risks is limited. Therefore, new methods are needed to educate consumers so they can consciously make AMR-sustainable choices when buying food. In this project, we use game-based learning to increase consumer knowledge about AMR.
Vetenskapsrådet
Antibiotic resistance (AMR) is an escalating global threat to human and animal health. Overuse of antibiotics in livestock farming and in the production of fruits and vegetables contributes to the development of antibiotic-resistant bacteria, which can lead to difficult-to-treat infections in humans. Although public health strategies often focus on medicine and healthcare, efforts across multiple sectors – including food and consumtion – are crucial for implementing preventive measures and controlling the spread of AMR. This project aims to investigate consumers´ purchasing habits and knowledge of AMR, as well as to develop educational models that raise awareness and promote long-term public health. Game-based learning is used to increase consumer awareness and understanding of AMR and its connection to food choices.
Consumers often exhibit automatic and unconscious purchasing behaviors, making it difficult to process information that could lead to sustainable choices. Manu are unaware that antibiotics are used in food production, creating a knowledge gap that needs to be addressed. By mapping consumer purchasing habits and their knowledge of AMR, we can identify how AMR-related information is presented and what consumers prefer. By combining learning with entertainment, we can increase consumer motivation and engagement, which in turn may lead to long-term changes in purchasing behavior.
By mapping consumers´ purchasing habits and examining their knowledge of AMR, the project aims to develop effective educational interventions that can change consumer behavior and reduce AMR through informed food choices. The scientific novelty lies in the integrated methodology that combines sales data with assessments of consumer knowledge, providing a detailed understanding of different consumer segments and their needs.
