The Impact of Label Perception on the Consumer’s Purchase Intention: An application on food products

Within a context of fears concerning food raised by multiple crises and uncertainties, consumers naturally seek to reassure themselves as to the various components of food products. Here, certification remains a tool capable of reducing the consumers’ doubts about product quality. This paper will try to provide an overall view on signals of quality, and investigate the different aspects of the consumer’s perception of labeled foodstuffs. Through an empirical study involving a sample of 212 consumers, we have been able to determine the degree of importance consumers give labels, and to define the impact of these quality’s signals on the consumer’s purchase intention.