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Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia

Author

Listed:
  • Sabina Krsnik

    (University of Novo mesto, Faculty of Economic and Informatics)

  • Karmen Erjavec

    (University of Novo mesto, Faculty of Economic and Informatics)

Abstract

Purpose – This study aims to identify the awareness of Slovenian consumers and their attitudes towards labels, as well as the reasons why consumers do not buy labeled food. Design/Methodology/Approach – A qualitative approach involving six focus groups (N = 60) and shopping with consumers (N = 16) was conducted in the winter of 2020/2021. Thematic analysis was used to analyze the data. Findings and implications – The results show that the awareness of quality labels is weak mainly due to their considerable number and poor designed, but also on account of ineffective communication campaigns. With respect to the awareness of and attitude to the quality scheme, the participants were divided into four groups: “The Aware”, “The Sceptics”, “Potential Buyers”, and “The Disinterested”. The reasons for not buying quality labeled foods despite being aware of the labels included overpriced products, no availability of labeled foods generally and those with a good taste and special nutritional value specifically, familiarity/experience with the product, and mistrust of the labeling and social system. The study stresses the important role of social perception and trust in the social system for the acceptance and purchase of such food. Limitations – The main limitation of the study is its focus on digitally literate consumers only. Originality – The relevant literature is enhanced by considering the shopping with consumers exercise given that no published study to date, according to the authors’ knowledge, is based on the observation of quality labels at the time of purchase.

Suggested Citation

  • 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.
    • Handle: RePEc:zag:market:v:33:y:2021:i:2:p:205-219
    DOI: 10.22598/mt/2021.33.2.205
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/5475 is not listed on IDEAS
    2. 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.
    3. Anetta Barska & Julia Wojciechowska-Solis, 2020. "E-Consumers and Local Food Products: A Perspective for Developing Online Shopping for Local Goods in Poland," Sustainability, MDPI, vol. 12(12), pages 1-17, June.
    4. McFadden, Brandon R. & Lusk, Jayson L., 2015. "Cognitive biases in the assimilation of scientific information on global warming and genetically modified food," Food Policy, Elsevier, vol. 54(C), pages 35-43.
    5. 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.
    6. Vaska Pejic & Irena Gorenak & Sara Orthaber, 2013. "The Role Of Trust In The Food Supply Chain," Business Logistics in Modern Management, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 13, pages 33-39.
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    Cited by:

    1. Sabina Krsnik & Karmen Erjavec, 2023. "Revitalization of the Slovenian Herbal Market? A Mixed Study Approach," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 205-221.

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