Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63(2), 647-658 | DOI: 10.11118/actaun201563020647

The Food Quality Labels: Awareness and Willingness to Pay in the Context of the Czech Republic

©árka Velčovská1, Giacomo Del Chiappa2
1 Department of Marketing and Business, Faculty of Economics, VSB - Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic
2 Department of Economics and Business, University of Sassari, Via Muroni 25, 071 00 Sassari, Italy

The paper deals with quality labels utilization in the food products sector from consumer point of view and presents the results of research study which was conducted in the Czech Republic by interviewing a sample of 250 respondents selected by quota sampling methods. The study was aimed at analysing the consumers' awareness and perceived credibility of food quality labels, at revealing their willingness to pay a higher price for certified products, and at determining whether significant differences do exist in the way consumers perceive the food quality labels based on their socio-demographic characteristics. The findings revealed a low awareness of food quality labels. A higher level of recognition as well as perceived credibility was proven for national quality labels. As the main problem were identified a poor information about quality labels and lack of confidence that certified products have declared characteristics. Consumers show an interest in getting information about the topic, they also express a willingness to pay a slightly higher price for certified products if they trust them. Our findings confirmed that significant differences do exist between socio-demographic characteristics of respondents (gender, age, education, and responsibility for food purchases) and their attitudes toward the labels; no significant difference was found based on income.

Keywords: food quality, quality labels, consumers' awareness, consumers' perception, consumers' willingness to pay, survey, The Czech Republic
Grants and funding:

This paper was supported within Operational Programme Education for Competitiveness - Project No. CZ.1.07/2.3.00/20.0296.

Prepublished online: May 10, 2015; Published: April 1, 2015  Show citation

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Velčovská, ©., & Del Chiappa, G. (2015). The Food Quality Labels: Awareness and Willingness to Pay in the Context of the Czech Republic. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2), 647-658. doi: 10.11118/actaun201563020647
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