The Impact of Consumer Attitudes Towards Chocolate Products with Sustainability Labels on Buying Process

Svit Koren
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Svit Koren: International School for Social and Business Studies, Slovenia

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Abstract: The consumer attitudes towards different products have a significant impact on the decision whether to purchase the product or not. Over the last 20 years a lot of initiatives have started communicating sustainability-related information about food products to consumers. The sustainability labels (among the prominent ones are the Fair Trade labels) are increasingly appearing on chocolate products. The main objective of this labelling is to inform the consumer in a way that can promote sustainable consumption. This paper evaluates consumer attitudes towards chocolate products with sustainability labels and analyses the determinants of their willingness to purchase these products. Data were collected by means of an online survey implemented among students (aged between 19 and 35, total sample size of 72 respondents) in Slovenia. The majority of the respondents expressed positive attitudes towards sustainability issues. On the other hand, a quarter of respondents have never heard from chocolate products with sustainability labels. Statistical analysis revealed that respondents from urban areas, aged between 27 and 35, with higher income, healthy lifestyle and positive attitudes towards sustainability issues, are more willing to buy sustainability-labelled chocolate products. However, the results of the survey also indicate that sustainability labels at that time do not play a major role in consumers’ choices when deciding to buy a chocolate product.

Keywords: consumer; attitude; chocolate product; sustainability; label; impact; buying process (search for similar items in EconPapers)
Date: 2015
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