How Do Consumers Living in European Capital Cities Perceive Foods with Sustainability Certificates?

Abstract

Certification aims at ensuring food quality and safety, as well as confirming other beneficial credence attributes, such as local origin and sustainability. In order to explore the visibility and credibility of such certification labels functioning in the European Union, a study was conducted among residents of two EU Member States, Poland and Belgium. Face-to-face questionnaire-based interviews and focus group interviews were conducted among 701 adults living in Warsaw and Brussels—the capital cities of these countries. Almost 44% of Belgian respondents and 33% of Polish respondents considered certified foods as being of better quality compared to unlabeled products. Focus group interviews demonstrated that Belgian consumers had more extensive knowledge and a higher level of trust in certified foods compared to Warsaw inhabitants. Our findings suggest that certificates are moderately important factors of food choice due to the wide variety of certificates, leading to consumer confusion, a lack of label uniformity, greenwashing, limited visibility and availability at points of sale, consumer price sensitivity and the prioritization of other factors. These constraints can be alleviated by introducing food labeling standards and regulations. Increasing consumer awareness and the availability and affordability of certified foods can also boost the demand for sustainable products in the region.