Exploring the Influence of Sustainability labels on consumer buying behaviour in the post Covid-19 crisis
Authors: Kooli, K. and Ayewamide, B.
Journal: Qualitative Market Research: an international journal
Publisher: Emerald
ISSN: 1352-2752
Abstract:Abstract Purpose- With the growing number of sustainability labels and attributes associated with food products, there is a need to understand how these labels are perceived by consumers and their impact on buying behaviour. The extent to which these sustainability labels influence consumer attitudes and decision-making in the post-Covid 19 context characterised by acute economic crisis and lessening of buying power is currently unclear. The purpose of this study is to explore consumer awareness, perception, and attitudes towards sustainability labels included in food packaging and their impact on consumer buying decisions and behaviour.
Design/methodology/approach – Semi-structured interviews were conducted with 20 consumers based in Dorset and Northamptonshire in United Kingdom. A thematic analysis is carried out.
Findings – Unexpectedly, the results of this study suggest that sustainability labels have limited influence on consumer buying behaviour in the current Post Covid context. Consumers identify the classical 4Ps marketing-mix factors as major influential factors on their buying decision. Originality- The literature review reveals that a large body of knowledge supports the importance for compagnies to design marketing strategies oriented toward sustainability. This literature advocates a positive influence of using sustainability labels by companies. However, very few studies, related to the perception and impact of these sustainability labels on consumer buying behaviour are reported. The key findings of our study suggest a more nuanced view as to the effectiveness of sustainability marketing communications, particularly sustainability labels on food packaging, on consumer buying behaviour in the current post Covid-19 and in crisis context.
Source: Manual