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Influence Of B2c Sustainability Labels In The Purchasing Behaviour Of Polish Consumers In The Olive Oil Market

Author

Listed:
  • Joanna Kaczorowska

    (Faculty of Human Nutrition and Consumer Sciences, Warsaw University of Life Sciences)

  • Krystyna Rejman

    (Faculty of Human Nutrition and Consumer Sciences, Warsaw University of Life Sciences)

  • Ewa Halicka

    (Faculty of Human Nutrition and Consumer Sciences, Warsaw University of Life Sciences)

  • Aleksandra Prandota

    (Faculty of Human Nutrition and Consumer Sciences, Warsaw University of Life Sciences)

Abstract

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.

Suggested Citation

  • Joanna Kaczorowska & Krystyna Rejman & Ewa Halicka & Aleksandra Prandota, 2019. "Influence Of B2c Sustainability Labels In The Purchasing Behaviour Of Polish Consumers In The Olive Oil Market," OLSZTYN ECONOMIC JOURNAL, University of Warmia and Mazury in Olsztyn, Faculty of Economic Sciences, vol. 14(3), pages 299-311, September.
    • Handle: RePEc:ole:journl:v:14:y:2019:i:3:p:299-311
    DOI: https://doi.org/10.31648/oej.4374
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    Citations

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    Cited by:

    1. Yamna Erraach & Fatma Jaafer & Ivana Radić & Mechthild Donner, 2021. "Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior," Sustainability, MDPI, vol. 13(21), pages 1-23, November.

    More about this item

    Keywords

    sustainable consumption; sustainability labels; certificates; olive oil; willingness to pay (WTP);
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • Q31 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Demand and Supply; Prices
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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