Influence of B2C Sustainability Labels in the Purchasing Behaviour of Polish Consumers in the Olive Oil Market

Joanna Kaczorowska

Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0002-8622-3912

Krystyna Rejman

Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0001-8692-4383

Ewa Halicka

Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0002-0535-2115

Aleksandra Prandota

Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences


Abstract

This study investigates the influence of B2C sustainability labels on customer purchasing behavior in the olive oil market. Primary data was collected using an online survey (CAWI method) conducted among a sample of 234 residents of large cities (over 50.000 people) of the Mazowieckie voivodship who declared regular purchase of olive oil. A validated questionnaire containing an experimental part regarding willingness to pay (WTP) was used as a tool of study. Collected data showed that sustainability labels were not an important factor in olive oil choice. A large part of the studied group did not know the certificates and did not understand their meaning, or showed no motivation to look for such information on the product label. Most of this group also did not express any willingness to pay a higher price for certified olive oil. For other respondents, certificates regarding the idea of sustainable consumption were an added value; however, this added value differed among individual certificates, which was evident in the form of a varied level of WTP. The results of the study show that the sustainable consumption issue determines purchasing behavior only to a small extent. However, it can be expected that the dissemination of knowledge and pro-environmental awareness will lead to an increase of the importance of sustainable labels in making purchasing decisions in the food market.


Keywords:

sustainable consumption, sustainability labels, certificates, olive oil, willingness to pay (WTP)

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Published
2019-09-10

Cited by

Kaczorowska, J., Rejman, K., Halicka, E., & Prandota, A. (2019). Influence of B2C Sustainability Labels in the Purchasing Behaviour of Polish Consumers in the Olive Oil Market. Olsztyn Economic Journal, 14(3), 299–311. https://doi.org/10.31648/oej.4374

Joanna Kaczorowska 
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0002-8622-3912
Krystyna Rejman 
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0001-8692-4383
Ewa Halicka 
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0002-0535-2115
Aleksandra Prandota 
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences



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