Acta Univ. Agric. Silvic. Mendelianae Brun. 2018, 66, 325-334
Published online 2018-02-28

Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland

Šárka Velčovská1, Dominika Hadro2

1Department of Marketing and Business, Faculty of Economics, VŠB – Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava‑Poruba, Czech Republic
2Department of Finance, Wroclaw University of Economics, ul. Komandorska 118-120, 53-345 Wrocław, Poland

The paper advances the topic of food quality labels. The main goal of the study is to explore generation Y perceptions and expectations of food quality labels in the Czech Republic and Poland. The data were collected through an online survey from 372 respondents, involving 221 of Czechs and 151 of Poles. The statistical analysis procedures including descriptive statistics, Chi‑square test and Mann‑Whitney U test were performed to discover whether significant differences do exist between Czech and Polish consumer attitudes to the topic. Findings show that the number of food quality labels is perceived as strongly high and confusing, it is evident mainly in the Czech Republic. Impact of quality labels on food purchases is therefore limited and the labels benefits are not understood in full range. Statistically significant differences were confirmed between attitudes of Czechs and Poles to the food products characteristics that should be guaranteed by quality labels. Futher, Czech and Polish respondents differ in their opinion on the fee for the certification and credible administrator of the labels.


This paper is supported within Operational Programme Education for Competitiveness – Project No. CZ.1.07/2.3.00/20.0296 and within the project SP2016/106 An Intergenerational Comparison of Consumer Behaviour in the International Context.


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