Organic product labelling: consumer attitudes and impact on purchasing decision

Ljumović, Isidora and Lečovski-Milojkić, Ivana (2018) Organic product labelling: consumer attitudes and impact on purchasing decision. In: Sustainable growth and development in small open economies. Institute of World Economics; Centre for Economic and Regional Studies of the Hungarian Academy of Sciences, Budapest, pp. 26-39. ISBN 978-963-301-663-3

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Abstract

The objective of this research is to analyse attitudes of the consumers towards the organic products and to determine the level of confidence they have towards the legally established label for organic products. A large number of studies have shown that when buying, consumers usually opt for a product with a trademark that guarantees a certain quality. We used questionnaires designed specifically to obtain customer-level data in order to evaluate their attitudes towards organic products and labelling. Having in mind identified constrains and literature review, we structured questionnaires to test their opinion about organic food, basic criteria when opting for groceries and are they willing to pay more for the organic products. Survey results show that consumers in Serbia have awareness of the importance of healthy eating habits and they are ready to allocate more money to buy organic products due to their quality, safety and nutrition. Their basic criteria when opting for groceries is food composition, followed by recommendation and price.

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