Demand for food products with higher quality, known origin and attributes such as environmentally friendly production process is increasing. Collective labels are used to achieve competitive advantage. They represent one of the key sources of information for the consumers and the guarantee of providing desired attributes. Collective labels protect the manufactures from consumer distrust and provide a promotional tool for achieving a higher visibility, added value of the products and justification of premium price. Our thesis explores the effect of trust, attitude and purchase intention toward products labelled with Slovenian collective label “izbrana kakovost”. Understanding these factors is important for the analysis of the communication efficiency and further strategic planning. The effects of consumer expectations, label importance and consumer ethnocentrism were analysed. The results show that label importance and health expectations affect trust in label. The hypotheses that general expectations and environmental expectations affect collective label trust cannot be confirmed. The brand attitude is shown to be affected by label importance as well as trust. The relationship between label importance, consumer ethnocentrism and purchase intention have also been confirmed. A link between label attitude and purchase intention was not identified. To conclude, building trust in label and maintaining its good reputation is essential. Promotion should be focused on health attributes; however general and environmental attributes of the labelled products should not be disregarded. Further researches should examine attitude-behaviour gap identified in our research.
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