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 Scienceshttps://orcid.org/0000-0002-8622-3912
Krystyna Rejman
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Scienceshttps://orcid.org/0000-0001-8692-4383
Ewa Halicka
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Scienceshttps://orcid.org/0000-0002-0535-2115
Aleksandra Prandota
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer SciencesRésumé
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.
Mots-clés :
sustainable consumption, sustainability labels, certificates, olive oil, willingness to pay (WTP)Références
Aprile, M.C., Caputo, V., & Nayga Jr., R.M. (2012). Consumers’ evaluation of food quality labels: the case of the European Geographic Indication and Organic Farming labels. International Journal of Consumer Studies, 36(2), 158-165. Google Scholar
Barszczewski, C., & Kowrygo, B. (2011). Poakcesyjne zmiany w ofercie handlowej produktów na polskim rynku żywnościowym; przykład oliwy z oliwek. Zeszyty Naukowe SGGW w Warszawie. Problemy Rolnictwa Światowego, 11(26), 6-27. Google Scholar
Brécard, D., Hlaimi, B., Lucas, S., Perraudeau, Y., & Salladarré, F. (2009). Determinants of demand for green products: An application to eco-label demand for fish in Europe. Ecological Economics, 69, 115-125. Google Scholar
Breidert, C., Hahsler, M., & Reutterer, T. (2006). A Review of Methods for Measuring Willingness-to-Pay. Innovative Marketing, 2(4), 8-32. Google Scholar
Consumer market Study on the functioning of voluntary food labeling schemes for consumers in the European Union. (2013). IPSOS, London Economics Consortium. EAHC/ FWC/2012 86 04. Retrieved from http://ec.europa.eu/consumers/consumer_evidence/market_studies/food_labelling/docs/final_report_food_labelling_scheme_full_en.pdf (10.05.2018). Google Scholar
Dam, Y.K. van, & Trijp, H.C.M. van (2013). Relevant or determinant: Importance in certified sustainable food consumption. Food Quality and Preference, 30(2), 93-101. Google Scholar
Erraach, Y., Sayadi, S., & Parra-López, C. (2017). Measuring preferences and willingness to pay for sustainability labels in olive oil: Evidence from Spanish consumers. XV EAAE Congress, Parma, Italy. Retrieved from https://www.researchgate.net/profile/Carlos_Parra-Lopez2/publication/319393009 (10.05.2018). Google Scholar
Europeans, Agriculture and the CAP. (2018). Directorate-General for Communication. Special Eurobarometer Google Scholar
Retrieved from https://data.europa.eu/euodp/data/dataset/S2161_88_4_473_ENG (29.06.2018). Google Scholar
Gracia, A., & De-Magistris, T. (2016). Consumer preferences for food labeling: What ranks first? Food Control, 61, 39-46. Google Scholar
Grunert, K.G., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: Consumer motivation, understanding and use. Food Policy, 44(2), 177-189. Google Scholar
Janssen, M., & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference, 25(1), 9-22. Google Scholar
Jaros, B. (2016). Zrównoważona konsumpcja w praktyce. Raport z badań. Optimum. Studia Ekonomiczne, Google Scholar
(3), 148-161. Google Scholar
Kaczorowska, J., Rejman, K., & Nosarzewska, J. (2018). Postrzeganie produktów żywnościowych oznaczonych certyfikatami spełniającymi ideę zrównoważonej konsumpcji. Handel Wewnętrzny, 373(2), 222-234. Google Scholar
Lucas, S., Salladarré, F., & Brécard, D. (2018). Green consumption and peer effects: Does it work for seafood products? Food Policy, 76, 44-55. Google Scholar
Menapace, L., Colson, G., Grebitus, C., & Facendola, M. (2011). Consumers’ preferences for geographical origin labels: Evidence from the Canadian olive oil market. European Review of Agricultural Economics, 38(2), 193-212. Google Scholar
Przekształcamy nasz świat: Agenda na rzecz zrównoważonego rozwoju 2030. (2015). Rezolucja przyjęta przez Zgromadzenie Ogólne ONZ A/RES/70/1 z 25 września 2015 r. Retrieved from https://www.mos.gov.pl/fileadmin/user_upload/ (10.05.2018). Google Scholar
Quackenbush, C. (2018). Denmark Wants Food Labels to Include Environmental Impact. Retrieved from http://time.com/5419208/denmark-food-label-climate/ (10.04.2019). Google Scholar
Rotaris, L., & Danielis, R. (2011). Willingness to Pay for Fair Trade Coffee: A Conjoint Analysis Experiment with Italian Consumers. Journal of Agricultural & Food Industrial Organization, 9(1), 1-20. Google Scholar
Tobler, C., Visschers, V.H.M., & Siegrist, M. (2011). Eating green: consumers’ willingness to adopt Google Scholar
ecological food consumption behaviors. Appetite, 57, 674-682. Google Scholar
Vermeir, I., Verbeke, W. (2006). Sustainable food consumption: exploring the consumer “attitude-behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19, 169-194. Google Scholar
Vlontzos, G., & Duquenne, M.N. (2014). Assess the impact of subjective norms of consumers’ behaviour in the Greek olive oil market. Journal of Retailing and Consumer Services, 21, 148-157. Google Scholar
Wytyczne UE dotyczące najlepszych praktyk dla dobrowolnych systemów certyfikacji produktów rolnych i środków spożywczych (2010/C 341/04). (2010). Dz.Urz. UE, C 341/5, 16.12.2010. Google Scholar
Yang, S.H., Hu, W., Mupandawana, M., & Liu, Y. (2012). Consumer willingness to pay for fair trade coffee: a Chinese case study. Journal of Agricultural and Applied Economics, 44(1), 21-34. Google Scholar
Zander, K., & Hamm, U. (2010). Consumer preferences for additional ethical attributes of organic food. Food Quality and Preference, 21(5): 495-503. Google Scholar
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0002-8622-3912
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0001-8692-4383
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
https://orcid.org/0000-0002-0535-2115
Warsaw University of Life Sciences, Faculty of Human Nutrition and Consumer Sciences
Licence
An Author declares that his paper has not been published before (under the same or another title, or is a part of another publication) and does not infringe copyrights of other persons**. At the same time, the Author transfers to the Publisher the exclusive right to publish and to circulate this work in print in the form of a non-serial journal publication and in a form of an electronic publication.
The journal is available on Creative Common license CC-BY-NC-ND
