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Consumers’ Attitude Toward Eco-labels Within the Food Industry: Focus on Generation Y in Europe.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2014. , 71 p.
Keyword [en]
Eco-labels, Generation Y, Food Industry, Attitude, Environmental motivations
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-37384OAI: diva2:750889
Subject / course
Business Administration - Marketing
Available from: 2014-10-01 Created: 2014-09-30 Last updated: 2014-10-01Bibliographically approved

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