Environmental consciousness purchase and the importance of eco-labels

Potrošnja hrane in prehrambne navade potrošnikov imajo velik vpliv na okolje (Grunert, Hieke in Wills, 2014). Potrošniška dejanja se v smeri nakupovanja prehrambnih izdelkov izboljšujejo, pri čemer imajo pomembno vlogo tudi ekološke oznake, ki spodbujajo potrošnike k bolj trajnostni potrošnji (Grunert in drugi, 2014Vermeir in Verbeke, 2006). Raziskave kažejo, da se vse več potrošnikov zavzema za trajnostno potrošnjo in preusmerja k bolj družbeno in okoljsko odgovornim potrošniškim praksam (Corraliza in Berenguer, 2000Freestone in McGoldrick, 2008). Tudi moja raziskava je pokazala, da se potrošniki vse bolj zavedajo pomembnosti varovanja okolja in trajnostne potrošnje. V nalogi so obravnavane determinante, ki vplivajo na nakupno namero potrošnikov pri nakupovanju ekoloških izdelkov, pri čemer sem se osredotočila na okoljske vidike trajnosti. Cilj analize je bil ugotoviti pomen nakupovanja ekoloških izdelkov, in sicer kakšna je stopnja pomembnosti nakupovanja ekoloških izdelkov za potrošnike in kako to vpliva na pozornost na ekološke oznake. To so bile determinante, ki sem jih preko hipotez nato preverjala s pomočjo anketnega vprašalnika. Rezultati so pokazali močno povezanost med pozornostjo na ekološke oznake in nakupno namero. Ugotovila sem, da je okoljska ozaveščenost potrošnikov ključna in da so okoljsko ozaveščeni potrošniki v nakupnem procesu bolj pozorni na ekološke oznake. Rezultati so pokazali zelo obetavno v prid trajnostne potrošnje, saj so respondenti izrazili veliko skrb za trajnost, visok občutek osebne odgovornosti in zaznane učinkovitosti, da lahko prispevajo k večji trajnosti.Food consumption and consumer eating habits have a major impact on the environment (Grunert, Hieke, & Wills, 2014). Consumer action is improving towards food purchases, with eco-labels also playing an important role in encouraging consumers to consume more sustainably (Grunert et al., 2014Vermeir and Verbeke, 2006). Research shows that more and more consumers are committed to sustainable consumption and shifting to more socially and environmentally responsible consumer practices (Corraliza and Berenguer, 2000Freestone and McGoldrick, 2008). My research has also shown that consumers are increasingly aware of the importance of protecting the environment and sustainable consumption. The paper discusses the determinants that influence consumers ’purchasing intent when shopping for organic products, focusing on the environmental aspects of sustainability. The aim of the analysis was to determine the importance of shopping for organic products, namely the level of importance of shopping for organic products for consumers and how this affects attention to eco-labels. These were my determinants, which I then tested through hypotheses using a survey questionnaire. The results showed a strong correlation between attention to eco-labels and purchasing intent. I have found that consumers\u27 environmental awareness is crucial and that environmentally conscious consumers pay more attention to eco-labels in the purchasing process. The results showed very promising in favor of sustainable consumption, as respondents expressed great concern for sustainability, a high sense of personal responsibility and perceived efficiency to be able to contribute to greater sustainability