Abstract—The paper deals with insight from customers in the Czech Republic and in Iceland into food quality labels. The aim of the paper is to compare customer attitudes from both countries and to show how quality labels are familiar to customers, how they are perceived, and if customers have interest in this topic. The paper is also focused on willingness of customers to pay a higher price for products certified with quality labels. The method of analysis, questioning, synthesis and deduction were used for research aims fulfilment. Theoretical part of the paper gives the definitions of food quality and quality labels. Further, selected food product quality labels in the Czech Republic and in Iceland are specified. In the next part, the results of marketing research are presented. A total of 267 respondents, 150 of Czech and 117 of Icelandic, were interviewed. For research results analysis, statistical methods including Pearson´s chi–square test of independence, Pearson´s coefficient of contingency or coefficient of association were used.
Index Terms—Food products, quality, quality labels, consumer attitudes, Iceland, Czech Republic.
Š. Velčovská is with the Department of Marketing and Business, Faculty of Economics, VSB – Technical University Ostrava, Czech Republic, Sokolska 33, Ostrava, 701 21, Czech Republic (e–mail: firstname.lastname@example.org).
H. Janáčková is with the Department of Economics, Faculty of Economics, VSB – Technical University Ostrava, Czech Republic, Sokolska 33, Ostrava, 701 21, Czech Republic (e–mail: email@example.com).
F. R. Larsen is with the School of Business, Reykjavik University, Iceland, Menntavegur 1, IS-101, Iceland (e-mail: firstname.lastname@example.org).
Cite: Šárka Vel čovská, Hana Janá čková, and Fridrik R. Larsen , "Food Quality Labels; Insights from Customers in Two Selected European Countries ," International Journal of Trade, Economics and Finance vol. 3, no. 1, pp. 52-58, 2012.