Consumers’ Attitude Toward Eco-labels Within the Food Industry: Focus on Generation Y in Europe.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
Eco-labels, Generation Y, Food Industry, Attitude, Environmental motivations
IdentifiersURN: urn:nbn:se:lnu:diva-37384OAI: oai:DiVA.org:lnu-37384DiVA: diva2:750889
Subject / course
Business Administration - Marketing