Vol. 13, No. 3; 2018
Domenico Morrone & Rosamartina Schena
Abstract
The eco-labels in food products is an increasing
presence to underline a particular attention to sustainability issues by
producers and, recently, also by retailers, through their private labels (PLs).
In the last years there has been a proliferation of eco-labels, generating
sometimes a real confusion in consumers’ mind. Nevertheless, some of them could
be really considered as a decisive factor to influence the purchasing process.
It could be possible to affirm that they acquired a real “power”, producing a
tangible effect on consumers’ behaviour. The present work is an attempt to
calculate the effectiveness of one of the most well-known eco-label,
“Euro-leaf”, that indicates products coming from organic farming. The aim of the
analysis is to evaluate its incidence in the choices related to food proposals.
In particular, the latter have been considered in a double way, exploring the different
categories among branded and PL offers, in the continuous challenge between
these two branding policies in the retail sector. Therefore, to carry out the
research, the methodology adopted has been the diffusion of a questionnaire to
a wide sample. More of 1.000 Italian consumers have been reached using an on
line platform, shaping a stratified sample. The data elaboration shows a final
result where the euro-leaf logo is able to have the same positive influence on
buying propensity related both to branded and PL products. Observing the dimension
of this influence, valid information are provided for practitioners and
researchers to highlight a market trend where all the potentials have not yet
been expressed.
Keywords: brand, consumer behavior, eco-label,
euro-leaf, food products, private label
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