Consumers’ Attitude Toward Eco-labels Within the Food Industry: Focus on Generation Y in Europe.

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Abstract: Background: Eco-labels have become an important tool in products’ promotion, especially in the food industry, where it is used to promote products with ecological, ethical and/or sustainability attributes that consumers are looking for. Even though researches have demonstrated that consumers develop a positive attitude towards green products, some remain skeptical about green claims from marketers which are sometimes considered as ambiguous. Purpose: The purpose of this thesis is to understand consumers’ attitude towards eco-labels and the impact of trust on their intention to buy eco-labelled products, focusing on Generation Y from Europe and on eco-labels from the food industry. Methodology: The research is based on a quantitative study with a cross-sectional design. The data are collected thanks to secondary data and an online survey. Conclusion: The findings show that the Generation Y is well aware of eco-labels and has a positive environmental motivation, both impacting the intention to buy eco-labelled food products. Trust has also a small indirect impact on the intention to buy, since it affects the consumers’ environmental motivation.

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