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Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece

Author

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  • Charalampia N. Anastasiou

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Kiriaki M. Keramitsoglou

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Nikos Kalogeras

    (Marketing and Consumer Behaviour Group, Department of Social Sciences, Wageningen University & Research, Wageningen 6706 KN, The Netherlands)

  • Maria I. Tsagkaraki

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Ioanna Kalatzi

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Konstantinos P. Tsagarakis

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

Abstract

The “Euro-leaf” organic certification logo was adopted and made compulsory by the European Union (EU) a few years ago; the level of consumers’ recognition of this logo has been explored. This paper provides important insights into the effectiveness of the logo in the Greek market. The “Euro-leaf” logo was compared with the two previous EU organic logos; i.e., the voluntary “Organic Farming” and the withdrawn “Bio”. In total, 472 face-to-face interviews were conducted using actual presentations of five officially certified food products. The aim of this research was to investigate the consumers’ willingness-to-buy (WTB), willingness-to-pay (WTP), and their preference towards each of the three logos used for the certification of organic products. Our analysis concludes that for the time being the new logo has failed to develop into a powerful instrument for affecting consumers’ WTB and WTP. Furthermore, it was found to have been the least influential factor that determined their preferences. Design changes and improvements might be necessary in order to better communicate the organic food message.

Suggested Citation

  • Charalampia N. Anastasiou & Kiriaki M. Keramitsoglou & Nikos Kalogeras & Maria I. Tsagkaraki & Ioanna Kalatzi & Konstantinos P. Tsagarakis, 2017. "Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:8:p:1450-:d:108505
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    2. Lijia Wang & Jianhua Wang & Xuexi Huo, 2019. "Consumer’s Willingness to Pay a Premium for Organic Fruits in China: A Double-Hurdle Analysis," IJERPH, MDPI, vol. 16(1), pages 1-14, January.
    3. Arthur Cheng-Hsui Chen & Hsiu-Hui Wu, 2020. "How Should Green Messages Be Framed: Single or Double?," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
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    5. Keramitsoglou, Kiriaki M. & Mellon, Robert C. & Tsagkaraki, Maria I. & Tsagarakis, Konstantinos P., 2020. "Designing a logo for renewable energy sources with public participation: Empirical evidence from Greece," Renewable Energy, Elsevier, vol. 153(C), pages 1205-1218.
    6. Aikaterini D. Kosta & Konstantinos P. Tsagarakis, 2019. "Introducing the Concept of Organic Products to the Primary School Curriculum," Sustainability, MDPI, vol. 11(13), pages 1-12, June.
    7. Liying Xu & Feng Yu & Xiaojun Ding, 2020. "Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption," Sustainability, MDPI, vol. 12(5), pages 1-13, February.
    8. Alina Butu & Codrin Dinu Vasiliu & Steliana Rodino & Ioan-Sebastian Brumă & Lucian Tanasă & Marian Butu, 2019. "The Anthropological Analysis of the Key Determinants on the Purchase Decision Taken by the Romanian Consumers Regarding the Ecological Agroalimentary Products," Sustainability, MDPI, vol. 11(18), pages 1-22, September.

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