Abstract
Slovakia, as part of the European Union, participates in all forms of regional development and sustainability. A transparent form of regional development and sustainability is regional labeling, which has a 10-year tradition. Our regions represent excellent potential for the development of domestic products. Acceptance of essential requirements for regional products (domestic raw materials, manual work share, respect for the environment) opens up opportunities for the labor market, promotes tourism, and increases citizens’ purchase ability, none of which are clearly demonstrable in Slovak regions. Residents of individual regions have specific approaches in relation to regional brands depending on the region studied. For the purpose of the survey, four regions of southern Slovakia (with common environmental morphology and different industrial development) were selected. Indicators of age, gender, education, monthly income, and location relative to regional product preferences were studied. The results obtained were processed by cluster analysis (as a way of segmenting consumers). An average conscious purchaser of regional products is a local productive middle-aged person with a secondary or tertiary education, either male or female, and from a more economically advanced region. The results show regional branding as a mobilizing function for connecting inhabitants and the subsequent joint presentation of regional activities.
Highlights
There are different food labeling systems in the European Union in order to inform consumers about the qualitative characteristics of food products
Rationalists consider price, nutritional information, and cooking methods when making food choices, and adventurous consumers want quality and good taste in food products, as they are highly interested in cooking meals themselves [4]
Using two-step clustering, based on segmentation criteria, we identified five consumer groups with a satisfactory quality of aggregation in the sample (Table 2)
Summary
There are different food labeling systems in the European Union in order to inform consumers about the qualitative characteristics of food products. The best-selling labeling scheme is a system governed by European Union law. The need to develop and identify sustainable products led the Federal Republic of Germany in 1978 to launch the Blue Angel environmental labeling scheme. Environmental labels were supported by UN reports. Agenda 21 promoted environmental labels as a tool to support sustainable production and consumption, proposing that labels should be used to promote cleaner production in different market sectors [1,2,3]. Rationalists consider price, nutritional information, and cooking methods when making food choices, and adventurous consumers want quality and good taste in food products, as they are highly interested in cooking meals themselves [4]
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