Generation Y’s perception of product origin and its labelling in the context of food quality and safety

Abstract

The aim of the paper is to identify and compare how Generation Y consumers from the Czech Republic, Slovak Republic and Poland perceive the product origin and its labelling in the context of food quality and safety. First, the theoretical background of food quality and safety, product origin, and food origin labels is discussed. The next section is devoted to the methodology of research followed by a discussion of research results. Data were collected via the online survey with 530 respondents of Generation Y. Chi-square test, Kruskal-Wallis test and Mann-Whitney U test were used to determine whether consumer attitudes differ based on their country. A statistically significant difference between the attention given to food products origin in the purchase decision and the respondents' country was confirmed, the product origin is the most important for Poles. In comparison with Czechs and Slovaks, Poles have also a stronger preference for domestic food products, believing them to be of a higher quality than the foreign ones. In each respective country, the awareness of food origin labels is low and their benefits are not sufficiently perceived. Statistically significant relations exist between the attitudes of Czechs and Poles as well as Slovaks and Poles, whereas there are no differences between the attitudes of Czechs and Slovaks.