The Impact of Eco-Labels on the Purchase Intentions of Consumers

Potrošnike vse bolj zanimajo sestavine izdelkov, energijska vrednost in njihov vpliv na telo. Danes je na voljo ogromno informacij o tem, kako pomembno je, kakšne izdelke uživamo in kakšne sestavine vnašamo v svoje telo, zato vse več potrošnikov posega po ekoloških izdelkih, ki vsebujejo preverjene in naravne sestavine, ne vsebujejo škodljivih snovi in so bolj zdravi za naše telo. Ekološke oznake lahko služijo kot koristno orodje pri prepoznavanju ekoloških izdelkov. Diplomsko delo se osredotoča na ključne determinante, ki vplivajo na nakupno namero potrošnikov in spodbujajo nakupe ekoloških izdelkov. Preučevala sem, koliko potrošniki poznajo in opazijo ekološke oznake v nakupnem procesu, ali jim zaupajo ter kakšna stališča imajo do nakupovanja izdelkov z ekološkimi oznakami. Zanimalo me je, ali potrošniki menijo, da so izdelki z ekološkimi oznakami bolj kakovostni, in ali so za njih pripravljeni plačati več. Empirični del naloge temelji na kvantitativni raziskavi z uporabo metode anketnega vprašalnika. Z raziskavo so bili ugotovljeni trije ključni dejavniki, ki pomembno vplivajo na nakupno namero potrošnikov, in sicer opaženost ekoloških oznak, stališča do nakupovanja izdelkov z ekološkimi oznakami in pripravljenost plačati več za izdelke z ekološkimi oznakami. Tudi determinanta zaupanja v ekološke oznake se je izkazala za pomemben dejavnik, ki ima vpliv na nakupno namero potrošnikov. Na podlagi rezultatov lahko potrdimo vpliv preučevanih dejavnikov na nakupno namero potrošnikov.Consumers are increasingly interested in product components, energy value and their impact on the body. Today, there is an abundance of information on how important it is to know what ingredients are entering our body. Therefore, more and more consumers opt for organic products containing verified and natural ingredients, which do not contain harmful substances and are healthier for our body. Eco-labels can serve as a useful tool for identifying organic products. The thesis focuses on key determinants that influence the purchasing intention of consumers and encourage the purchase of organic products. I was trying to find out how many consumers observed and were aware of eco-labels in the purchasing process, whether they trusted them and what positions they held towards purchasing eco-labeled products. I was wondering whether consumers consider products with eco-labels of higher quality and if they are willing to pay more for them. The empirical part is based on quantitative research using the survey questionnaire method. The analysis has shown that there are three key factors that have a significant impact on the purchasing intention of consumers, namely the perception of eco-labels, the views on the purchase of products with eco-labels, and the willingness to pay more for products with ecological labels. The determinant of trust in eco-labels has also proved to be an important factor influencing the purchasing intention of consumers. Based on the results, I can confirm the impact of the factors studied on the purchasing intention of consumers