Skepticizem potrošnikov do ekoloških oznak na prehrambnih izdelkih

Vinter, Katarina (author), Podnar, Klement (mentor)

Skepticizem potrošnikov je dandanes še vedno prisoten pojem, kljub temu, da vedno lažje dostopamo do informacij. Lahko ga apliciramo tudi na skepticizem do ekoloških oznak na prehrambnih izdelkih. Ekološka živila postajajo vedno bolj priljubljena in dostopna širši populaciji, posledično pa se na trgu pojavlja tudi vedno več ekoloških oznak. Skepticizem potrošnikov do ekoloških oznak na živilih je tako odvisen od najrazličnejših dejavnikov, med njimi sta tudi nezaupanje in informiranost. Nezaupanje potrošnikov naj bi bilo prisotno predvsem zaradi zavajanja v zelenem oglaševanju, medtem ko je večja potreba po informiranju potrošnikov lahko posledica velikega števila ekoloških oznak na trgu. Zanimalo me je torej, kako močno nezaupanje in informiranost vplivata na skepticizem potrošnikov. Vpliv dejavnikov sem preverjala s pomočjo kvantitativne raziskave, v katero je bilo vključenih 198 enot, ter prišla do ugotovitve, da izmed dveh preučevanih dejavnikov nezaupanje vpliva na večjo stopnjo skepticizma potrošnikov do ekoloških oznak na prehrambnih izdelkih, medtem ko prve hipoteze nisem mogla potrditi.

• Language: Slovenian
• Keywords: skepticizem, ekološke oznake, informiranost, nezaupanje, potrošnik
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-103231
• COBISS.SI-ID: 35929693
• Publication date in RUL: 15.09.2018

Secondary language

• Language: English
• Title: Consumer skepticism regarding eco labels on food products

Abstract

Consumer skepticism nowadays is still a relevant concept, despite the fact that information is becoming easier and easier to access. It can also be applied to skepticism regarding eco-labels on food products. Organic food is becoming more and more popular and accessible among the wider population, so, consequently, more and more eco-labels are appearing on the market. Consumer skepticism regarding eco-labels on food products is thus dependent on a wide variety of factors including distrust and being informed. Consumer distrust is said to be present mainly due to »greenwashing«, while the large number of eco-labels on the market can be responsible for the increased need of consumers to be informed. I was therefore interested in how much distrust and being informed impact consumer skepticism. I tested the effect of the factors by means of a quantitative study involving 198 units, and found that meanwhile the first hypothesis involving the factor of being informed could not be confirmed, distrust on the other hand is responsible for a greater degree of consumer skepticism towards eco-labels on food products,

• Keywords: skepticism, eco labels, being informed, distrust, consumer