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Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers

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  • Joanna Kaczorowska

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences WULS-SGGW, 02-776 Warsaw, Poland)

  • Krystyna Rejman

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences WULS-SGGW, 02-776 Warsaw, Poland)

  • Ewa Halicka

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences WULS-SGGW, 02-776 Warsaw, Poland)

  • Agata Szczebyło

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences WULS-SGGW, 02-776 Warsaw, Poland)

  • Hanna Górska-Warsewicz

    (Department of Food Market and Consumer Research, Institute of Human Nutrition Sciences, Warsaw University of Life Sciences WULS-SGGW, 02-776 Warsaw, Poland)

Abstract

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 perceptions of sustainable labelled food and buying behaviour. The research results indicate that when the logo is poorly-known even consumers with positive attitudes towards sustainability do not use it as a cue when shopping for food. Moreover, urban consumers were very price sensitive and showed a restrained desire to pay a higher price for sustainability labelled products.

Suggested Citation

  • Joanna Kaczorowska & Krystyna Rejman & Ewa Halicka & Agata Szczebyło & Hanna Górska-Warsewicz, 2019. "Impact of Food Sustainability Labels on the Perceived Product Value and Price Expectations of Urban Consumers," Sustainability, MDPI, vol. 11(24), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:24:p:7240-:d:298814
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    2. Ming-Lang Tseng & Chun-Wei Remen Lin & Raditia Yudistira Sujanto & Ming K. Lim & Tat-Dat Bui, 2021. "Assessing Sustainable Consumption in Packaged Food in Indonesia: Corporate Communication Drives Consumer Perception and Behavior," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
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    4. Ilija Djekic & Laura Batlle-Bayer & Alba Bala & Pere Fullana-i-Palmer & Anet Režek Jambrak, 2021. "Role of the Food Supply Chain Stakeholders in Achieving UN SDGs," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    5. Alexander J. Stein & Marcelo Lima, 2022. "Sustainable food labelling: considerations for policy-makers," Review of Agricultural, Food and Environmental Studies, Springer, vol. 103(2), pages 143-160, June.
    6. Casati, Mirta & Stranieri, Stefanella & Rommel, Jens & Medici, Riccardo & Soregaroli, Claudio, 2022. "The impact of a carbon footprint label on food orders: A natural field experiment in a full-service restaurant," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322144, Agricultural and Applied Economics Association.
    7. Carla Rossi & Francesca Rivetti, 2020. "Assessing Young Consumers’ Responses to Sustainable Labels: Insights from a Factorial Experiment in Italy," Sustainability, MDPI, vol. 12(23), pages 1-23, December.
    8. Yoojin Lee & Taehee Kim & Hyosun Jung, 2022. "Effects of University Students’ Perceived Food Literacy on Ecological Eating Behavior towards Sustainability," Sustainability, MDPI, vol. 14(9), pages 1-15, April.
    9. Manuela Vega-Zamora & Manuel Parras-Rosa & Francisco José Torres-Ruiz, 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption," Sustainability, MDPI, vol. 12(9), pages 1-13, May.
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