Preliminary communication
https://doi.org/10.51650/ezrvs.20.1-2.6
Who most frequently buys EU ecolabel products in organic stores in Croatia?
Slađana Pavlinović Mršić
; University of Split, Faculty of Economics, Business and Tourism, Split, Croatia
Abstract
Eco-labeling is becoming a popular tool within the framework of the green transition. However, additional insights into consumer responses to this environmental policy instrument are still lacking. This research investigates the application of the EU Ecolabel in organic stores in Croatia. The objective of the research is to identify the key factors influencing the probability of purchasing products with the EU Ecolabel in organic stores. The Flash Eurobarometer 535 dataset is used, focusing on a subset of respondents in Croatia who purchase products with the EU Ecolabel. Particular attention is given to respondents who most frequently purchase such products exclusively in organic stores. The results of the binomial logit regression indicate that young consumers, females, consumers without children, and frequent buyers are more likely to report organic stores as their primary and exclusive purchase location for products with the EU Ecolabel. The novelty of this research lies in examining a niche segment of the organic products market—namely, consumers of EU Ecolabel products in organic stores in Croatia. Existing literature suggests that a uniform approach to consumers of organic products, which neglects their socio-demographic characteristics and attitudinal factors, may be misleading, as significant differences across market segments may exist. Furthermore, knowledge about consumers who shop in organic stores remains limited.
Keywords
EU Ecolabel; organic store; logit; consumer profile; Flash Eurobarometer.
Hrčak ID:
349823
URI
Publication date:
27.7.2026.
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