Postoje spotřebitelů k certifikacím kvality potravin

Abstract

This bachelor’s thesis focuses on consumer attitudes toward certified food products and the factors influencing their purchasing behavior. The aim of the thesis is to determine how consumers perceive food certifications, their level of awareness of certification labels, and the factors affecting their decision-making when purchasing certified food products. The theoretical part of the thesis deals with consumer behavior, the consumer decision-making process, branding, and food certifications. The practical part is based on quantitative marketing research conducted through an online questionnaire survey. The questionnaire focused on respondents’ shopping habits, awareness of certifications and certification logos, attitudes toward certified food products, willingness to pay a higher price for these products, and preferred shopping channels. The partial research objectives examined the relationships between respondents’ socio-demographic characteristics and their awareness of certifications, trust in certification systems, willingness to pay a higher price for certified products, and preferences regarding shopping channels. The results of the thesis may serve as a basis for food producers and retailers in the development of marketing communication and sales promotion of certified products.