Examining Attitudes Toward Food Quality Labels: Evidence from Czechia

ABSTRACT

The article presents findings of research on consumer behavior in the market of foodstuffs assigned quality labels in the Czech Republic. The sample of the research was 444 respondents interviewed in 2016 in front of retail stores. The aim of the article is to identify important factors that influence customers’ decision-making process when purchasing food products, as well as how the order of factors influences consumers’ decisions when they are buying foodstuffs, and learn respondents’ opinions about food products marked with quality labels, including a presentation of specific examples of Czech food quality labels. Based on the research, the most important factors for the customer are the price, origin, and quality of the product. A food quality label was in the seventh position.

KEYWORDS:

• Food marketing
• food quality labels
• consumer behavior
• consumers´ opinion

Acknowledgments

This paper was supported by Project IGA VŠE No. F3/34/2018 “Consumer Behaviour on the Market of Foodstuffs Assigned by Quality Labels Market in the Czech Republic”.

Additional information

Funding

This work was supported by the Vysoká Škola Ekonomická v Praze [Project IGA VŠE No. F3/34/2018].