The impact of organic labels on consumer choices among adults aged 40-60 in Wallonia and Brussels

Details

Supervisors

Verardi, Vincenzo

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This thesis focuses on the effects of organic food certification on 40- to 60-year-old adults in Wallonia and Brussels. While other studies have focused on younger generations, this research investigates an older audience, i.e., Generation X. This audience has more purchasing power and established consumption habits. The literature review addresses drivers and barriers to organic consumption, such as health and environmental reasons, label trust, price sensitivity, and intention–behavior gap, and an introduction to key organic certifications in Belgium (EU Biolabel, Biogarantie, and Agriculture Biologique). Three hypotheses were formulated from this review, which address how trust, price sensitivity, and residence region influence consumers' behavior. Using generalized ordered logistic regression on a quantitative consumer survey of 134 consumers and Stata, the evidence shows that trust heightens the likelihood of consumption but not the adoption choice. Price sensitivity is the largest obstacle to consumption across levels. Rural residents are more likely than urban residents to be frequent organic consumers, which partially contradicts the initial hypothesis expecting higher consumption among urban dwellers. The study defies conventional urban leadership on sustainability and calls for policy interventions on affordability, communication, and confidence in organic labels. Solutions to the practical application of making affordability, communication, and confidence in organic labels a reality, and future research agendas, conclude the study.