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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

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Business and Environmental Technology Economics Laboratory (BETECO), Department of Environmental Engineering, Democritus University of Thrace, Xanthi 67100, Greece
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Marketing and Consumer Behaviour Group, Department of Social Sciences, Wageningen University & Research, Wageningen 6706 KN, The Netherlands
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Author to whom correspondence should be addressed.
Sustainability 2017, 9(8), 1450; https://doi.org/10.3390/su9081450
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)
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The “Euro-leaf” logo was compared with the two previous EU organic logos; i.e., the voluntary “Organic Farming” and the withdrawn “Bio”.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
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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.

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