[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v9y2017i8p1450-d108505.html
   My bibliography  Save this article

Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece

Author

Listed:
  • Charalampia N. Anastasiou

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Kiriaki M. Keramitsoglou

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Nikos Kalogeras

    (Marketing and Consumer Behaviour Group, Department of Social Sciences, Wageningen University & Research, Wageningen 6706 KN, The Netherlands)

  • Maria I. Tsagkaraki

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Ioanna Kalatzi

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

  • Konstantinos P. Tsagarakis

    (Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece)

Abstract
The “Euro-leaf” organic certification logo was adopted and made compulsory by the European Union (EU) a few years ago; the level of consumers’ recognition of this logo has been explored. This paper provides important insights into the effectiveness of the logo in the Greek market. The “Euro-leaf” logo was compared with the two previous EU organic logos; i.e., the voluntary “Organic Farming” and the withdrawn “Bio”. In total, 472 face-to-face interviews were conducted using actual presentations of five officially certified food products. The aim of this research was to investigate the consumers’ willingness-to-buy (WTB), willingness-to-pay (WTP), and their preference towards each of the three logos used for the certification of organic products. Our analysis concludes that for the time being the new logo has failed to develop into a powerful instrument for affecting consumers’ WTB and WTP. Furthermore, it was found to have been the least influential factor that determined their preferences. Design changes and improvements might be necessary in order to better communicate the organic food message.

Suggested Citation

  • Charalampia N. Anastasiou & Kiriaki M. Keramitsoglou & Nikos Kalogeras & Maria I. Tsagkaraki & Ioanna Kalatzi & Konstantinos P. Tsagarakis, 2017. "Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:8:p:1450-:d:108505
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/9/8/1450/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/9/8/1450/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hatanaka, Maki, 2010. "Certification, Partnership, and Morality in an Organic Shrimp Network: Rethinking Transnational Alternative Agrifood Networks," World Development, Elsevier, vol. 38(5), pages 706-716, May.
    2. Tully, Stephanie M. & Winer, Russell S., 2014. "The Role of the Beneficiary in Willingness to Pay for Socially Responsible Products: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 255-274.
    3. Konstantinos Giannakas, 2002. "Information Asymmetries and Consumption Decisions in Organic Food Product Markets," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 50(1), pages 35-50, March.
    4. Bauer, Hans H. & Heinrich, Daniel & Schäfer, Daniela B., 2013. "The effects of organic labels on global, local, and private brands," Journal of Business Research, Elsevier, vol. 66(8), pages 1035-1043.
    5. Gabriele Jahn & Matthias Schramm & Achim Spiller, 2005. "The Reliability of Certification: Quality Labels as a Consumer Policy Tool," Journal of Consumer Policy, Springer, vol. 28(1), pages 53-73, December.
    6. Wuyang Hu & Marvin T. Batte & Timothy Woods & Stan Ernst, 2012. "Consumer preferences for local production and other value-added label claims for a processed food product," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 39(3), pages 489-510, July.
    7. Kahneman, Daniel & Knetsch, Jack L., 1992. "Valuing public goods: The purchase of moral satisfaction," Journal of Environmental Economics and Management, Elsevier, vol. 22(1), pages 57-70, January.
    8. Mosier, Samantha L. & Thilmany, Dawn, 2016. "Diffusion of food policy in the U.S.: The case of organic certification," Food Policy, Elsevier, vol. 61(C), pages 80-91.
    9. Tranter, R.B. & Bennett, R.M. & Costa, L. & Cowan, C. & Holt, G.C. & Jones, P.J. & Miele, M. & Sottomayor, M. & Vestergaard, J., 2009. "Consumers' willingness-to-pay for organic conversion-grade food: Evidence from five EU countries," Food Policy, Elsevier, vol. 34(3), pages 287-294, June.
    10. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    11. Roitner-Schobesberger, Birgit & Darnhofer, Ika & Somsook, Suthichai & Vogl, Christian R., 2008. "Consumer perceptions of organic foods in Bangkok, Thailand," Food Policy, Elsevier, vol. 33(2), pages 112-121, April.
    12. Oscar José Rover & Bernardo Corrado De Gennaro & Luigi Roselli, 2016. "Social Innovation and Sustainable Rural Development: The Case of a Brazilian Agroecology Network," Sustainability, MDPI, vol. 9(1), pages 1-14, December.
    13. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D., 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, January.
    14. Albersmeier, Friederike & Schulze, Holger & Spiller, Achim, 2010. "System Dynamics in Food Quality Certifications: Development of an Audit Integrity System," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(1), pages 1-13.
    15. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. "Constructive Consumer Choice Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 187-217, December.
    16. Joost M. E. Pennings & Ale Smidts, 2003. "The Shape of Utility Functions and Organizational Behavior," Management Science, INFORMS, vol. 49(9), pages 1251-1263, September.
    17. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
    18. Pugliese, Patrizia & Zanasi, Cesare & Atallah, Oussama & Cosimo, Rota, 2013. "Investigating the interaction between organic and local foods in the Mediterranean: The Lebanese organic consumer’s perspective," Food Policy, Elsevier, vol. 39(C), pages 1-12.
    19. Giovanna Sacchi & Vincenzina Caputo & Rodolfo M. Nayga, 2015. "Alternative Labeling Programs and Purchasing Behavior toward Organic Foods: The Case of the Participatory Guarantee Systems in Brazil," Sustainability, MDPI, vol. 7(6), pages 1-20, June.
    20. Nikos Kalogeras & Joost M.E. Pennings & Ivo. A. van der Lans & Philip Garcia & Gert van Dijk, 2009. "Understanding heterogeneous preferences of cooperative members," Agribusiness, John Wiley & Sons, Ltd., vol. 25(1), pages 90-111.
    21. Rousseau, Sandra & Vranken, Liesbet, 2013. "Green market expansion by reducing information asymmetries: Evidence for labeled organic food products," Food Policy, Elsevier, vol. 40(C), pages 31-43.
    22. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    23. van Doorn, Jenny & Verhoef, Peter C., 2011. "Willingness to pay for organic products: Differences between virtue and vice foods," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 167-180.
    24. Stolze, Matthias & Lampkin, Nicolas, 2009. "Policy for organic farming: Rationale and concepts," Food Policy, Elsevier, vol. 34(3), pages 237-244, June.
    25. Padel, Susanne & Röcklinsberg, Helena & Schmid, Otto, 2009. "The implementation of organic principles and values in the European Regulation for organic food," Food Policy, Elsevier, vol. 34(3), pages 245-251, June.
    26. Emilie Ginon & Pierre Combris & Youenn Loheac & Géraldine Enderli & Sylvie Issanchou, 2014. "What do we learn from comparing hedonic scores and willingness-to-pay data?," Post-Print hal-00950490, HAL.
    27. Enrique Bernal Jurado & Adoración Mozas Moral & Domingo Fernández Uclés & Miguel Jesús Medina Viruel, 2017. "Determining Factors for Economic Efficiency in the Organic Olive Oil Sector," Sustainability, MDPI, vol. 9(5), pages 1-9, May.
    28. Brian Roe & Ian Sheldon, 2007. "Credence Good Labeling: The Efficiency and Distributional Implications of Several Policy Approaches," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(4), pages 1020-1033.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sylwia Żakowska-Biemans & Agnieszka Tekień, 2017. "Free Range, Organic? Polish Consumers Preferences Regarding Information on Farming System and Nutritional Enhancement of Eggs: A Discrete Choice Based Experiment," Sustainability, MDPI, vol. 9(11), pages 1-16, November.
    2. Lijia Wang & Jianhua Wang & Xuexi Huo, 2019. "Consumer’s Willingness to Pay a Premium for Organic Fruits in China: A Double-Hurdle Analysis," IJERPH, MDPI, vol. 16(1), pages 1-14, January.
    3. Keramitsoglou, Kiriaki M. & Mellon, Robert C. & Tsagkaraki, Maria I. & Tsagarakis, Konstantinos P., 2020. "Designing a logo for renewable energy sources with public participation: Empirical evidence from Greece," Renewable Energy, Elsevier, vol. 153(C), pages 1205-1218.
    4. Aikaterini D. Kosta & Konstantinos P. Tsagarakis, 2019. "Introducing the Concept of Organic Products to the Primary School Curriculum," Sustainability, MDPI, vol. 11(13), pages 1-12, June.
    5. Arthur Cheng-Hsui Chen & Hsiu-Hui Wu, 2020. "How Should Green Messages Be Framed: Single or Double?," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
    6. Liying Xu & Feng Yu & Xiaojun Ding, 2020. "Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption," Sustainability, MDPI, vol. 12(5), pages 1-13, February.
    7. Wei-Chun Tseng & Ya-Chu Yang & Yun-Ju Chen & Yung-Chih Chen, 2021. "Estimating the Willingness to Pay for Eco-Labeled Products of Formosan Pangolin ( Manis pentadactyla pentadactyla ) Conservation," Sustainability, MDPI, vol. 13(17), pages 1-18, August.
    8. Alina Butu & Codrin Dinu Vasiliu & Steliana Rodino & Ioan-Sebastian Brumă & Lucian Tanasă & Marian Butu, 2019. "The Anthropological Analysis of the Key Determinants on the Purchase Decision Taken by the Romanian Consumers Regarding the Ecological Agroalimentary Products," Sustainability, MDPI, vol. 11(18), pages 1-22, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    2. Chad M. Baum & Robert Weigelt, 2019. "How Where I Shop Influences What I Buy: The Importance of the Retail Format in Sustainable Tomato Consumption," Economic Complexity and Evolution, in: Andreas Chai & Chad M. Baum (ed.), Demand, Complexity, and Long-Run Economic Evolution, pages 141-169, Springer.
    3. Janssen, Meike & Hamm, Ulrich, 2014. "Governmental and private certification labels for organic food: Consumer attitudes and preferences in Germany," Food Policy, Elsevier, vol. 49(P2), pages 437-448.
    4. Ki-Hueng Kim & Kwan-Ryul Lee, 2019. "What Are South Korean Consumers’ Concerns When Buying Eco-Friendly Agricultural Products?," Sustainability, MDPI, vol. 11(17), pages 1-13, August.
    5. Janssen, Meike & Hamm, Ulrich, 2011. "Certification Logos in the Market for Organic Food: What are Consumers Willing to Pay for Different Logos?," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114454, European Association of Agricultural Economists.
    6. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    7. Marta López Cifuentes & Christian Reinhard Vogl & Mamen Cuéllar Padilla, 2018. "Participatory Guarantee Systems in Spain: Motivations, Achievements, Challenges and Opportunities for Improvement Based on Three Case Studies," Sustainability, MDPI, vol. 10(11), pages 1-25, November.
    8. Kostoula Margariti, 2021. "“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions," Sustainability, MDPI, vol. 13(19), pages 1-26, October.
    9. Samia Ayyub & Xuhui Wang & Muhammad Asif & Rana Muhammad Ayyub, 2018. "Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits," Sustainability, MDPI, vol. 10(10), pages 1-17, October.
    10. Yokessa, Maïmouna & Marette, Stéphan, 2019. "A Review of Eco-labels and their Economic Impact," International Review of Environmental and Resource Economics, now publishers, vol. 13(1-2), pages 119-163, April.
    11. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    12. Nuray Cakirli Akyüz & Ludwig Theuvsen, 2020. "The Impact of Behavioral Drivers on Adoption of Sustainable Agricultural Practices: The Case of Organic Farming in Turkey," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    13. Yang, Xiaoke & Chen, Qiuhua & Lin, Nenmei & Han, Mengzhu & Chen, Qian & Zheng, Qiuqin & Gao, Bin & Liu, Fengbo & Xu, Zhongyue, 2021. "Chinese consumer preferences for organic labels on Oolong tea: evidence from a choice experiment," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(3), February.
    14. Raza, Syed Ali & Shah, Nida & Nisar, Wasay, 2019. "Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents," MPRA Paper 93570, University Library of Munich, Germany.
    15. András István Kun & Marietta Kiss, 2021. "On the Mechanics of the Organic Label Effect: How Does Organic Labeling Change Consumer Evaluation of Food Products?," Sustainability, MDPI, vol. 13(3), pages 1-25, January.
    16. Nguyen Phuong Mai & Vo Nam D., 2023. "Exploring Organic Food Purchase Behaviors of Gen Z: An Application of TPB and MOA Model in a Transition Country," Foundations of Management, Sciendo, vol. 15(1), pages 35-50, January.
    17. Chloé Tankam & Dominique Vollet & Olivier Aznar, 2019. "Between information asymmetry and shared uncertainty, an analysis of organic certification systems for the Kenyan domestic market [Entre asymétrie d'information et incertitude partagée analyse des ," Post-Print hal-02534461, HAL.
    18. Sonja Kaufmann & Nikolaus Hruschka & Luis Vildozo & Christian R. Vogl, 2023. "Alternative Food Networks in Latin America—exploring PGS (Participatory Guarantee Systems) markets and their consumers: a cross-country comparison," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 193-216, March.
    19. Ulf Liebe & Veronika A. Andorfer & Patricia A. Gwartney & Jürgen Meyerhoff, 2014. "Ethical Consumption and Social Context: Experimental Evidence from Germany and the United States," University of Bern Social Sciences Working Papers 7, University of Bern, Department of Social Sciences.
    20. Francesco Testa & Silvia Sarti & Marco Frey, 2019. "Are green consumers really green? Exploring the factors behind the actual consumption of organic food products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 327-338, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:9:y:2017:i:8:p:1450-:d:108505. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.