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

Abstract

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The “Euro-leaf” logo was compared with the two previous EU organic logos; i.e., the voluntary “Organic Farming” and the withdrawn “Bio”.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.