Influence of B2C Sustainability Labels in the Purchasing Behaviour of Polish Consumers in the Olive Oil Market (original) (raw)
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Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior
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Product labeling is a way to inform consumers and increase their awareness about sustainability attributes of products. It guarantees the use of specific production conditions, promotes market incentives and highlights environmental, social and/or ethical product attributes. This study provides a literature review of sustainability labels on olive oil including consumer attitudes and behavior towards this product. Results show that consumers have positive attitudes towards olive oil carrying sustainability labels and are willing to pay more for olive oil carrying those labels. However, the major drivers of this behavior are far from being related to sustainability. This insight jeopardizes the main objective of those labels and suggests more clarifications about the information delivered by them. More in-depth investigations are needed about the drivers of consumer behavior towards olive oil carrying sustainability labels.
Sustainability
Sustainable labelling is an important tool in raising awareness and informing potential buyers regarding environmental, economic and social issues. This study provides insights into consumers’ value of food sustainability labels through the exploration of the impact of logos on their purchasing decisions (willingness to buy (WTB)) and readiness to pay (willingness to pay (WTP)) a higher price for sustainability-labelled products. Data was collected via an online survey among a sample of 423 adult city dwellers in Poland. The structured questionnaire beside sections concerning consumer buying behaviour and perception of the food labels consisted of a behavioural choice experiment (CE), where two categories of plant products: fresh (apples or bananas) and non-perishable (rice or beans) varied by type of labelling (logos: Euro-leaf, PGI, Fair Trade or without logo) and by price. Cluster analysis revealed two consumer groups (named “Sceptical” and “Mindful”) that had varied opinions and...
Sustainable Consumption: The Role of Eco Labels on Consumers’ Buying Decision
IRA-International Journal of Management & Social Sciences, 2017
This study aims to give information about the effect of eco labels on customers purchasing behaviours. The increase public concern in relation to their surrounding natural environment has started to show off their consumption behaviours and lead to the creation of a new group of consumers as the green consumers Green production and consumption is a necessity of this century because of dreadful environmental degradation and changing consumer behaviour. Consumer behaviour is a dynamic factor in order to cope up with; new strategies and ideas are developed from the part of manufactures to sustain in the highly competitive market.
Journal of Central European Agriculture
Economic sustainability is often the first to be achieved in small-scale production such as olive growing and olive oil production in Croatia. Tourists occupy an important market for Croatian olive oil in terms of olive oil sales at destinations. To achieve economic sustainability, it is necessary to research the international market of olive oil, and by extension, it is necessary to explore the behaviour, perceptions, and preferences of consumers. Therefore, in this study, field research was conducted on a sample of foreign visitors during their stay at the destination, Istria and Primorje-Gorski Kotar County, Croatia. A significant share of respondents sampled bought olive oil during their stay in Croatia, and the predictor variables for having done so were: extrinsic attribute eco-label on the olive oil bottle and positive perceptions toward characteristics of Croatian olive oil. On the other hand, the frequency of consumption was affected by intrinsic attributes such as olive oil taste, category, and country of origin. Running PCA analysis, three major components were identified: 1) intrinsic characteristic, 2) extrinsic characteristic, 3) price. These components were used for the purpose of market segmentation by applying a two-step cluster analysis. A total of four clusters were identified: 1) "The experts", 2) "Indifferent consumers", 3) "Price sensitive" and 4) "The gourmands". For the sake of developing sustainable business of Croatian olive oil, producers shall find clusters "The experts" and "Price sensitive" to be most suitable. In addition, further efforts to increase the production of eco-certified olive oil should be taken.
FTEE- APPPAREL PURCHASING WITH CONSIDERATIONS OF ECO-LABELS AMONG SLOVENIAN CONSUMERS
The increasing public awareness and sense of social responsibility related to environmental issues have led the textile and clothing industry to manufacture products with improved environmental profiles. During the 1990's, the industrialised world witnessed a growing number of environmental labels as a way of encouraging consumers and industries to alter their consumption patterns and to make wiser use of resources and energy in the drive for sustainable development. In this exploratory study, environmental knowledge among Slovenian consumers regarding the most popular current eco labels was examined. Data were collected through a structured online survey from a simple random sample of 535 consumers. Responses to an online questionnaire indicated that the largest share of participants consider clothing composition the most, while only a small percentage consider eco labels and the environmental impact. Consumers are willing to pay no more than 10% for a textile product with an ecological label attached. The largest proportion of respondents identified themselves as average eco-conscious,, although they didn't show any knowledge of eco labels. The study revealed that it is necessary to increase the level of awareness of sustainable materials as well as trust in eco labelling systems with transparent standardisation and certification systems.
Consumer attitudes towards sustainability attributes on food labels in the UK and Japan
2011
With current concerns about climate change and the general status of the environment, there is an increasing expectation that products have sustainability credentials, and that these can be verified. Labelling is a common method of communicating certain product attributes to consumers that may influence their choices. There are different types of labels with several functions. The aim of this study was to investigate consumers‟, attitudes, knowledge and preferences towards certain sustainability claims on food products across countries; particularly attitudes towards the display of the reduction of carbon emissions were examined in this research. A web-based consumer survey undertaken in the United Kingdom and Japan showed similarities between consumers in the UK and Japan regarding desired label claims of environmental product information. Differences across these countries were observed in terms of the knowledge about certain environmental and social issues such as carbon footprin...
Consumer attitudes towards sustainability attributes on food labels
2010
With current concerns about climate change and the general status of the environment, there is an increasing expectation that products have sustainability credentials, and that these can be verified. Labelling is a common method of communicating certain product attributes to consumers that may influence their choices. There are different types of labels with several functions. The aim of this study is to investigate consumers" purchase decisions towards certain sustainability claims on food products, particularly by displaying the reduction of carbon emissions. Choice outcomes will be evaluated using Discrete Choice Modelling (DCM). Data for the study is obtained by a web-based consumer survey undertaken in the United Kingdom (UK). Results provide information on different attributes effects on consumers" purchase decisions, particularly their willingness to pay. This study provides information on consumers" attitudes that will assist industries and firms to benefit from market opportunities, in particular assessing the methods by which carbon footprinting measures can be incorporated alongside information on other sustainability criteria in product marketing.
Proceedings of International Conference on Fisheries and Aquaculture, 2022
This research concerns ecolabels in the fishery sector and its main objectives are to verify: 1) whether they are recognized and their meaning is known by culturally qualified young consumers and 2) whether it is possible to quantify these consumers' "willingness to pay" (WTP) for fish products bearing ecolabels. Literature review has shown that even though over the years many studies on Corporate Social Responsibility (CSR) labelling were carried out, only few focused exclusively on the fishery sector, analysing the young consumers' point of view. Following literature review, a questionnaire was designed. The measurement scale used in this study was adapted from scales validated in previous papers and double checked against field literature. The final part of this research investigates the sentiment of 411 students of the University of Turin (Italy), employing multivariate statistical methods. The results of this analysis point out that most of the investigated students (39.41%) on the one hand are very poorly informed about this topic but on the other hand have a medium WTP. Familiarity with ecolabels may improve consumers' sustainability awareness, enabling purchasers to make informed choices. Ecolabels can also support the sea environment avoiding overfishing and the risk of depletion of certain fish stock.
An empirical analysis on consumer perception towards eco-labelled products in Austria
2013
The importance of eco-labelling as a tool to enforce sustainable consumption has gained importance over time. This thesis examines consumer perceptions on eco-labelling in Austria and if eco-labels are used to gather information about the environmental features of products. The theoretical part captures historical findings, a general classification of eco-labels and their overall meaning within the context of using resources in a sustainable manner. In addition the incentives for companies to get certified via an eco-label are explained. The theoretical part further gives insight to selected eco-labelling schemes, which play a major role in the empirical study. These schemes are discussed in detail by using certain aspects like the relevant certification criteria or product groups. A special focus is given on the monitoring of criteria and the impacts on the environment. The empirical study of this paper is based on data gained from a standardized questionnaire from 107 survey parti...
Predictors of purchase of eco-labelled food products: A panel study
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Importance attached to environmental consequences, and beliefs about characteristics of eco-labelled food products were examined as predictors of self-reported relative purchase frequency of eco-labelled alternatives. A panel study design with five questionnaires mailed over a period of 18 months was applied. Data were analysed by means of repeated measures analyses of variance and multiple regression analyses. A significant increase in purchase frequency of eco-labelled alternatives was observed during the first six month period. For consumers who initially reported that they never purchased eco-labelled alternatives, importance attached to environmental consequences worked as a predictor of an increased relative purchase frequency six months later. Among consumers who initially sometimes chose eco-labelled alternatives purchase frequency was however best predicted by beliefs about eco-labelled product characteristics such as taste and price.