Attitude towards food labelling bearing sustainable quality marks: an empirical evidence

‘Labelling’ means «any words, particulars, trademarks, brand name, pictorial matter or symbol relating to a food and placed on any packaging, document, notice, label, ring or collar accompanying or referring to such food». The general objective of food information provision to consumers is to pursue a high level of consumers’ health protection and to achieve free movement of legally produced and marketed food in the European Union. Final consumers should be enabled to make informed choices and to enjoy safe use of food, with particular regard to health, economic, environmental, ethical and social considerations (EU Regulation No 1169/2011 on the provision of food information to consumers). Sustainability labels are important tools helping consumers to assess the sustainability aspects of food. New positioning models based on sustainability support the brand image in the digital era, where consumers are increasingly looking for information even before purchasing. Brands have started communicating sustainability related information to consumers, introducing labels and certified logos in order to gain a competitive advantage based on perceived quality. According to some Authors, consumers may apply heuristics to simplify their decision, with the outcome that they do not pay attention to all product characteristics when making a food choice. An empirical analysis is justified by the importance of knowledge about the capability of young consumers to recognize the main meanings of labels concerning sustainability tools. It is also relevant in order to measure their interest and willingness to pay related to sustainable consumption in different areas. The aim of this empirical study is to investigate the capability of University students - attending, among others, also Commodity science, Social science and Economics classes - to be informed by labels and consequently choose towards some direction of consumption, including sustainable consumption. Young people are more and more asking for additional food quality and food safety and pay a lot of attention to sustainable food. The research questions are: 1) Are young people conscious of the meaning of voluntary certification schemes related to sustainable aspects? 2) Is it possible to quantify their “willingness to pay” for food products bearing sustainable quality marks? The proposed methodology includes a data analysis of the answers obtained by the questionnaire distribution with the scope of considering different degrees of attention and capability in reading labels, different styles of consumption as well as socio- economic and personal data. This study aims at providing insight on “if” and “how” University students understand voluntary certification schemes related to food sustainability. Understanding sustainability quality marks is a necessary precursor leading to informed food choice.