National Labelling System of Organic Agriculture and Food Products—How Familiar Are Czech Consumers with the National Organic Agri-Food Brand?

Abstract

The organic market in the Czech Republic has been growing dynamically, mainly in the last two decades. It is increasing the number of organic farms and producers of organic food. It was also identified as growing in popularity with Czech customers in the period before the COVID-19 pandemic. In the Czech Republic, organic products are labelled with a national brand called “bio zebra” under direct control of the Czech Ministry of Agriculture. The dependence of the recognition of this brand on selected socio-demographic indicators (gender, age, education, net monthly household income, number of household members, number of children in the family, size of the municipality) was evaluated in a sample of 1197 respondents in total using logistic regression, and the course of partial dependence on individual sociodemographic indicators was monitored in more detail using contingency table analysis. Significant relationships were found between the recognition of this agri-food brand and gender, education, net monthly household income, number of members and children in the family, and size of the municipality where the consumers live. The proportion of respondents who know the label was higher among women and increased with education level, net monthly household income, number of household members and municipality size.