ECO-LABEL EFFICACY AND CONSUMER TRUST IN THE FOOD INDUSTRY: A COMPARATIVE STUDY OF YOUNG CONSUMERS IN RUDRAPUR REGION

Abstract

This research examines the relationship between green product labelling and consumer trust in the food industry, with a specific concentration on the adolescent population in the Rudrapur region. The study employs a questionnaire-based survey to investigate eco-label efficacy in influencing consumer behaviour and trust among 100 youthful consumers. The study seeks to identify the factors that influence consumer perceptions of eco-labels and their trustworthiness. Additionally, it endeavours to investigate the role of demographic variables, such as age, education level, and income, in influencing consumer trust in eco-labels. Data collection involves administering a structured questionnaire to 100 youthful consumers (between the ages of 18 to 40) in the Rudrapur region. The questionnaire assesses consumers' awareness and understanding of eco-labels, their level of trust in various eco-labels, and the factors influencing their purchase decisions for eco-labelled food products. The survey also includes demographic queries to analyse how age, education level, and income may impact consumer trust. Furthermore, the study integrates qualitative insights by conducting focus groups and in-depth interviews with a subset of the surveyed consumers. This qualitative data provides valuable information about the attitudes, beliefs, and emotions of youth consumers in Rudrapur regarding eco-labels and their significance in establishing consumer trust. Preliminary findings from the survey and qualitative data analysis offer insights into the perceptions of eco-labels among youth consumers in Rudrapur. The study seeks to cast light on the trustworthiness of eco-labels and investigate the preferences of the youth regarding specific categories of eco-labels in the food industry. As this research concentrates on a specific geographical region and demographic group, the findings will have implications for local businesses and policymakers seeking to promote sustainable practices and consumer trust. The results may guide companies in refining their marketing strategies to effectively communicate the credibility and significance of eco-labels to youthful consumers in Rudrapur. In conclusion, this research provides valuable insights into the efficacy of eco-labels in influencing consumer behaviour and trust-building among youth consumers in the Rudrapur region. By targeting a specific demographic group, this research contributes to a more nuanced understanding of the relationship between green product labelling and consumer trust in the context of sustainable food products.