IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2015063020647.html
   My bibliography  Save this article

The Food Quality Labels: Awareness and Willingness to Pay in the Context of the Czech Republic

Author

Listed:
  • Šárka Velčovská

    (Department of Marketing and Business, Faculty of Economics, VSB - Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic)

  • Giacomo Del Chiappa

    (Department of Economics and Business, University of Sassari, Via Muroni 25, 071 00 Sassari, Italy)

Abstract

The paper deals with quality labels utilization in the food products sector from consumer point of view and presents the results of research study which was conducted in the Czech Republic by interviewing a sample of 250 respondents selected by quota sampling methods. The study was aimed at analysing the consumers' awareness and perceived credibility of food quality labels, at revealing their willingness to pay a higher price for certified products, and at determining whether significant differences do exist in the way consumers perceive the food quality labels based on their socio-demographic characteristics. The findings revealed a low awareness of food quality labels. A higher level of recognition as well as perceived credibility was proven for national quality labels. As the main problem were identified a poor information about quality labels and lack of confidence that certified products have declared characteristics. Consumers show an interest in getting information about the topic, they also express a willingness to pay a slightly higher price for certified products if they trust them. Our findings confirmed that significant differences do exist between socio-demographic characteristics of respondents (gender, age, education, and responsibility for food purchases) and their attitudes toward the labels; no significant difference was found based on income.

Suggested Citation

  • Šárka Velčovská & Giacomo Del Chiappa, 2015. "The Food Quality Labels: Awareness and Willingness to Pay in the Context of the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 647-658.
    • Handle: RePEc:mup:actaun:actaun_2015063020647
    DOI: 10.11118/actaun201563020647
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201563020647.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201563020647.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201563020647?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Verbeke, Wim & Pieniak, Zuzanna & Guerrero, Luis & Hersleth, Margrethe, 2012. "Consumers’ Awareness and Attitudinal Determinants of European Union Quality Label Use on Traditional Foods," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 1(2), pages 1-17, August.
    2. Ronald W. Ward & Julian Briz & Isabel de Felipe, 2003. "Competing supplies of olive oil in the German market: An application of multinomial logit models," Agribusiness, John Wiley & Sons, Ltd., vol. 19(3), pages 393-406.
    3. Wim Verbeke, 2005. "Agriculture and the food industry in the information age," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 347-368, September.
    4. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Martina Chalupová & Stanislav Rojík & Hana Kotoučková & Lenka Kauerová, 2020. "Food Labels (Quality, Origin, and Sustainability): The Experience of Czech Producers," Sustainability, MDPI, vol. 13(1), pages 1-13, December.
    2. Joanna Kaczorowska & Aleksandra Prandota & Krystyna Rejman & Ewa Halicka & Agnieszka Tul-Krzyszczuk, 2021. "Certification Labels in Shaping Perception of Food Quality—Insights from Polish and Belgian Urban Consumers," Sustainability, MDPI, vol. 13(2), pages 1-22, January.
    3. Sabina Krsnik & Karmen Erjavec, 2021. "Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 205-219.
    4. Šárka Velčovská & Dominika Hadro, 2018. "Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(1), pages 325-334.
    5. Dominika Jakubowska, 2021. "Market differentiation potential of traditional food quality labels: consumer and producer expectation," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 239-250, September.
    6. Ingrida Košičiarová & Ľudmila Nagyová & Mária Holienčinová & Jana Rybanská, 2016. "Quality Label as the Guarantee of Top Quality Agricultural and Food Products Produced in Slovak Republic - a Case Study of Slovak Food Market," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 1937-1950.
    7. Marco Francesco Mazzù & Angelo Baccelloni & Ludovico Lavini, 2022. "Injecting trust in consumer purchase intention through blockchain: evidences from the food supply chain," Italian Journal of Marketing, Springer, vol. 2022(4), pages 459-482, December.
    8. Paweł Bryła, 2021. "The Impact of Consumer Schwartz Values and Regulatory Focus on the Willingness to Pay a Price Premium for Domestic Food Products: Gender Differences," Energies, MDPI, vol. 14(19), pages 1-15, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joanna Kaczorowska & Aleksandra Prandota & Krystyna Rejman & Ewa Halicka & Agnieszka Tul-Krzyszczuk, 2021. "Certification Labels in Shaping Perception of Food Quality—Insights from Polish and Belgian Urban Consumers," Sustainability, MDPI, vol. 13(2), pages 1-22, January.
    2. Fabio Boncinelli & Francesca Gerini & Benedetta Neri & Leonardo Casini, 2018. "Consumer willingness to pay for non‐mandatory indication of the fish catch zone," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 728-741, October.
    3. Michelson, Hope & Fairbairn, Anna & Ellison, Brenna & Maertens, Annemie & Manyong, Victor, 2021. "Misperceived quality: Fertilizer in Tanzania," Journal of Development Economics, Elsevier, vol. 148(C).
    4. Karijn Bonne & Wim Verbeke, 2008. "Religious values informing halal meat production and the control and delivery of halal credence quality," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 25(1), pages 35-47, January.
    5. Yu-Hui Chen & Kai-Han Qiu & Kang Ernest Liu & Chun-Yuan Chiang, 2020. "Are Consumers Willing to Pay a Premium for Pure Rice Noodles? A Study of Discrete Choice Experiments in Taiwan," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    6. Gauly, Sarah & Müller, Andreas & Spiller, Achim, 2017. "New methods of increasing transparency: Does viewing webcam pictures change peoples' opinions towards modern pig farming?," Department of Agricultural and Rural Development (DARE) Discussion Papers 260769, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    7. Donatella Baiardi & Riccardo Puglisi & Simona Scabrosetti, 2012. "Individual Attitudes on Food Quality and Safety: Empirical Evidence on EU Countries," DEM Working Papers Series 014, University of Pavia, Department of Economics and Management.
    8. Alessandro Banterle & Stefanella Stranieri, 2013. "Sustainability Standards and the Reorganization of Private Label Supply Chains: A Transaction Cost Perspective," Sustainability, MDPI, vol. 5(12), pages 1-17, December.
    9. Stranieri, Stefanella & Banterle, Alessandro, 2015. "Consumer Interest in Meat Labelled Attributes: Who Cares?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(4), pages 1-18, November.
    10. Šárka Velčovská & Tomáš Sadílek, 2014. "Analysis of quality labels included in the European Union quality schemes," Czech Journal of Food Sciences, Czech Academy of Agricultural Sciences, vol. 32(2), pages 194-203.
    11. Anna Carbone, 2018. "Foods and Places: Comparing Different Supply Chains," Agriculture, MDPI, vol. 8(1), pages 1-12, January.
    12. Šárka Velčovská & Dominika Hadro, 2018. "Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(1), pages 325-334.
    13. Dominika Jakubowska, 2021. "Market differentiation potential of traditional food quality labels: consumer and producer expectation," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 239-250, September.
    14. Filippo Arfini & Elena Cozzi & Maria Cecilia Mancini & Hugo Ferrer-Perez & José María Gil, 2019. "Are Geographical Indication Products Fostering Public Goods? Some Evidence from Europe," Sustainability, MDPI, vol. 11(1), pages 1-14, January.
    15. Caterina Contini & Fabio Boncinelli & Giovanna Piracci & Gabriele Scozzafava & Leonardo Casini, 2023. "Can blockchain technology strengthen consumer preferences for credence attributes?," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-17, December.
    16. Weinrich, Ramona & Spiller, Achim, 2016. "Can a Multi-Level Label do Better than a Binary Label for Animal Welfare? A PLS-Analysis of Consumer Satisfaction," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(3), pages 1-30, August.
    17. Zalewski, Romuald I. & Skawinska, Eulalia, 2006. "Food Safety. Commodity Science Point of View," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25734, International Association of Agricultural Economists.
    18. Gaviglio, Anna & Demartini, Eugenio & Pirani, Alberto & Marescotti, Maria Elena & Bertocchi, Mattia, 2015. "National Brands versus Private Labels versus Niche Products: a graphical representation of consumers' perception," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202731, European Association of Agricultural Economists.
    19. Eugenio POMARICI & Riccardo VECCHIO, 2013. "The Italian olive oil industry in the global competitive scenario," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 59(8), pages 361-372.
    20. Pérez-Mesa, Juan Carlos & Sanchez-Fernández, Raquel & Serrano-Arcos, Mar, 2019. "Measuring the impact of crises in the horticultural sector: The case of Spain," MPRA Paper 119854, University Library of Munich, Germany.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2015063020647. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.