Consumer Behavior and the Role of ECO Labels: Insights into Local and Sustainable Food Purchasing Habits

Abstract

The food retail sector is increasingly shaped by changing consumer preferences towards sustainable, locally sourced, and organically certified food products. This study examines consumer purchasing behaviour in Slovenia, with a particular focus on the role of ECO labels in influencing food choice decisions. Using a quantitative research design, data were collected through an online survey conducted among 200 consumers aged 18–65. The analysis evaluates the relative impact of environmental, psychological, and economic factors on purchasing behaviour, as well as differences across age groups. The results indicate that environmental responsibility and psychological factors, especially trust in ECO labels, have a statistically significant and stronger influence on purchasing decisions than economic considerations such as price sensitivity. Younger consumers demonstrate higher levels of environmental awareness and place greater importance on eco-friendliness when selecting food products. Although ECO labels are perceived as influential by a substantial share of respondents, limited familiarity and partial skepticism towards label credibility remain evident. The findings highlight the importance of transparent, standardized, and credible ECO labeling systems, alongside targeted consumer education initiatives. This study contributes empirical evidence from a smaller European market and provides practical implications for policymakers and food retailers aiming to promote sustainable consumption and environmentally responsible purchasing behavior.