Acta Univ. Agric. Silvic. Mendelianae Brun. 2018, 66(1), 325-334 | DOI: 10.11118/actaun201866010325

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

©árka Velčovská1, Dominika Hadro2
1 Department of Marketing and Business, Faculty of Economics, V©B - Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic
2 Department 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.

Keywords: Czech Republic, consumers, food quality, generation Y, Poland, quality labels
Grants and funding:

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.

Prepublished online: February 28, 2018; Published: September 1, 2018  Show citation

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Velčovská, ©., & Hadro, D. (2018). Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(1), 325-334. doi: 10.11118/actaun201866010325
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