Journal of Food, Agriculture and Environment

Consumers’ determinants of intention to buy food products with quality labels in Slovenia

Author(s):

Sabina Krsnik, Karmen Erjavec

Recieved Date: 2021-10-06, Accepted Date: 2021-12-14

Abstract:

A mixed-method approach of a quantitative survey with a national representative sample (N = 1007) and qualitative shopping with consumers (N = 16) in a real market situation in Slovenia was conducted to understand why consumers buy/do not buy food with quality labels. The results are consistent with the adopted Alphabet theory where attitudes towards quality labels have the greatest influence on the intention to buy food with quality labels. The inclusion of trust in the framework was useful, as trust was found to moderately influence attitudes and intentions to buy food products with quality labels. The interviews with consumers also revealed the importance of general contextual trust on attitudes and purchase intentions. Therefore, future studies should also include trust in the social system in the framework. However, the results further suggest that the context and habit are also important in understanding why consumers choose/do not choose food products with quality labels, the price and taste being particularly important. Shopping with consumers revealed that most participants considered food products with quality labels to be overpriced, especially due to shortage of foods with quality labels in general, and particularly due to shortage of good tasting foods and special nutritional values of these foods. Knowledge and demographic factors have a negligible influence on both attitude and intention to buy food with quality labels, yet quality labels have an influence on the intention to buy these food products among the consumers who trust the labels and the social system, and have a positive attitude towards the labels, which make it easier for them to decide to buy such products. As in Slovenia consumer knowledge about quality scheme is rather low, engaging consumers in actively seeking information and gaining knowledge about quality labelled foods is a crucial challenge in the government communication strategy

Keywords:

Quality scheme, quality labels, Slovenia, consumers, trust, Alphabet theory framework, attitudes, knowledge, context

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Journal: Journal of Food, Agriculture and Environment
Year: 2022
Volume: 20
Issue: 1
Category: Food and Health
Pages: 42-50

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