Perceptions of the Polish Customer on Socially or Ecologically Labelled Food Products: Findings of the Research

Objective: The article aims to identify the characteristics that consumers attribute to food products labelled with eco-labels or social labels. Research Design & Methods: A critical literature analysis and a survey using a proprietary research tool were conducted. Data from 801 respondents was collected using PAPI, CAWI, and CATI techniques. Pearson’s χ2 test and the data mining technique of association analysis were used to analyse the data. Findings: Consumers’ perceptions of food products with eco-labels or social labels, differentiated by gender, age, education, and occupational status, were determined. Determinants of trust in products with eco-labels or social labels, and consumers’ willingness to pay a higher price for such products were indicated. Implications / Recommendations: The research findings have practical value and may enable businesses to more effectively influence consumer purchasing behaviours by designing marketing communications that appeal to the characteristics of food products with eco-labels or social labels. Companies may implement the recommendations outlined in the article to contribute to increasing sales volume and profitability. Contribution: Research findings contribute to the current debate on the perception of food products labelled with eco-labels or social labels. They indicate the determinants of consumer trust in products with eco-labels or social labels and tendencies to pay a higher price for them. They also serve as guidelines for employees of businesses responsible for creating marketing communications regarding products with environmental or social designations.