INFLUENCE OF B2C SUSTAINABILITY LABELS IN THE PURCHASING BEHAVIOUR OF POLISH CONSUMERS IN THE OLIVE OIL MARKET

Joanna Kaczorowska (), Krystyna Rejman (), Ewa Halicka () and Aleksandra Prandota ()
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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

OLSZTYN ECONOMIC JOURNAL, 2019, vol. 14, issue 3, 299-311

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.

Keywords: sustainable consumption; sustainability labels; certificates; olive oil; willingness to pay (WTP) (search for similar items in EconPapers)
JEL-codes: D12 D83 Q31 Q56 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ole:journl:v:14:y:2019:i:3:p:299-311

DOI: 10.31648/oej.4374

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