Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia
Purpose – This study aims to identify the awareness of Slovenian consumers and their attitudes towards labels, as well as the reasons why consumers do not buy labeled food. Design/Methodology/Approach – A qualitative approach involving six focus groups (N = 60) and shopping with consumers (N = 16)...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2021-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/392408 |
| _version_ | 1797206810822705152 |
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| author | Sabina Krsnik Karmen Erjavec |
| author_facet | Sabina Krsnik Karmen Erjavec |
| author_sort | Sabina Krsnik |
| collection | DOAJ |
| description | Purpose – This study aims to identify the awareness of Slovenian consumers and their attitudes towards labels, as well as the reasons why consumers do not buy labeled food.
Design/Methodology/Approach – A qualitative approach involving six focus groups (N = 60) and shopping with consumers (N = 16) was conducted in the winter of 2020/2021. Thematic analysis was used to analyze the data.
Findings and implications – The results show that the awareness of quality labels is weak mainly due to their considerable number and poor designed, but also on account of ineffective communication campaigns. With respect to the awareness of and attitude to the quality scheme, the participants were divided into four groups: “The Aware”, “The Sceptics”, “Potential Buyers”, and “The Disinterested”. The reasons for not buying quality labeled foods despite being aware of the labels included overpriced products, no availability of labeled foods generally and those with a good taste and special nutritional value specifically, familiarity/experience with the product, and mistrust of the labeling and social system. The study stresses the important role of social perception and trust in the social system for the acceptance and purchase of such food.
Limitations – The main limitation of the study is its focus on digitally literate consumers only.
Originality – The relevant literature is enhanced by considering the shopping with consumers exercise given that no published study to date, according to the authors’ knowledge, is based on the observation of quality labels at the time of purchase. |
| first_indexed | 2024-04-24T09:12:56Z |
| format | Article |
| id | doaj.art-9c895ae8484e4acfbc1b8417b12605b9 |
| institution | Directory Open Access Journal |
| issn | 0353-4790 1849-1383 |
| language | English |
| last_indexed | 2024-04-24T09:12:56Z |
| publishDate | 2021-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-9c895ae8484e4acfbc1b8417b12605b92024-04-15T17:30:15ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832021-01-0133220521910.22598/mt/2021.33.2.205Awareness, Attitudes and Purchase of Food With Quality Labels in SloveniaSabina Krsnik0Karmen Erjavec1University of Novo mesto, Faculty of Economic and Informatics,University of Novo mesto, Faculty of Economic and InformaticsPurpose – This study aims to identify the awareness of Slovenian consumers and their attitudes towards labels, as well as the reasons why consumers do not buy labeled food. Design/Methodology/Approach – A qualitative approach involving six focus groups (N = 60) and shopping with consumers (N = 16) was conducted in the winter of 2020/2021. Thematic analysis was used to analyze the data. Findings and implications – The results show that the awareness of quality labels is weak mainly due to their considerable number and poor designed, but also on account of ineffective communication campaigns. With respect to the awareness of and attitude to the quality scheme, the participants were divided into four groups: “The Aware”, “The Sceptics”, “Potential Buyers”, and “The Disinterested”. The reasons for not buying quality labeled foods despite being aware of the labels included overpriced products, no availability of labeled foods generally and those with a good taste and special nutritional value specifically, familiarity/experience with the product, and mistrust of the labeling and social system. The study stresses the important role of social perception and trust in the social system for the acceptance and purchase of such food. Limitations – The main limitation of the study is its focus on digitally literate consumers only. Originality – The relevant literature is enhanced by considering the shopping with consumers exercise given that no published study to date, according to the authors’ knowledge, is based on the observation of quality labels at the time of purchase.https://hrcak.srce.hr/file/392408food products labellocal foodquality scheme shopping with consumersfocus groups |
| spellingShingle | Sabina Krsnik Karmen Erjavec Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia Tržište food products label local food quality scheme shopping with consumers focus groups |
| title | Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia |
| title_full | Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia |
| title_fullStr | Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia |
| title_full_unstemmed | Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia |
| title_short | Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia |
| title_sort | awareness attitudes and purchase of food with quality labels in slovenia |
| topic | food products label local food quality scheme shopping with consumers focus groups |
| url | https://hrcak.srce.hr/file/392408 |
| work_keys_str_mv | AT sabinakrsnik awarenessattitudesandpurchaseoffoodwithqualitylabelsinslovenia AT karmenerjavec awarenessattitudesandpurchaseoffoodwithqualitylabelsinslovenia |