Next Article in Journal
The Rough Path to the Compensation of Asbestos Damages in China
Next Article in Special Issue
Priorities of Coworking Space Operation Based on Comparison of the Hosts and Users’ Perspectives
Previous Article in Journal
Method of Deriving Shaded Fraction According to Shading Movements of Kinetic Façade
Previous Article in Special Issue
Economic Sustainability in Franchising: A Model to Predict Franchisor Success or Failure
Article Menu
Issue 8 (August) cover image

Export Article

Open AccessArticle
Sustainability 2017, 9(8), 1450;

Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece

Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece
Marketing and Consumer Behaviour Group, Department of Social Sciences, Wageningen University & Research, Wageningen 6706 KN, The Netherlands
Author to whom correspondence should be addressed.
Received: 20 June 2017 / Revised: 3 August 2017 / Accepted: 7 August 2017 / Published: 16 August 2017
(This article belongs to the Special Issue Entrepreneurial Sustainability: New Innovative Knowledge)
Full-Text   |   PDF [11654 KB, uploaded 23 August 2017]   |  


The “Euro-leaf” organic certification logo was adopted and made compulsory by the European Union (EU) a few years ago; the level of consumers’ recognition of this logo has been explored. This paper provides important insights into the effectiveness of the logo in the Greek market. The “Euro-leaf” logo was compared with the two previous EU organic logos; i.e., the voluntary “Organic Farming” and the withdrawn “Bio”. In total, 472 face-to-face interviews were conducted using actual presentations of five officially certified food products. The aim of this research was to investigate the consumers’ willingness-to-buy (WTB), willingness-to-pay (WTP), and their preference towards each of the three logos used for the certification of organic products. Our analysis concludes that for the time being the new logo has failed to develop into a powerful instrument for affecting consumers’ WTB and WTP. Furthermore, it was found to have been the least influential factor that determined their preferences. Design changes and improvements might be necessary in order to better communicate the organic food message. View Full-Text
Keywords: organic certification logos; preferences; willingness-to-buy; willingness-to-pay organic certification logos; preferences; willingness-to-buy; willingness-to-pay

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

Supplementary material


Share & Cite This Article

MDPI and ACS Style

Anastasiou, C.N.; Keramitsoglou, K.M.; Kalogeras, N.; Tsagkaraki, M.I.; Kalatzi, I.; Tsagarakis, K.P. Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece. Sustainability 2017, 9, 1450.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics



[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top