ECO-MARKETING AND ECO-LABELLING: DOES IT ENSURE ...

D.Grundey 175 ISSN 1648 - 4460
5.2.2 Perception of ecological products
5?
Researching Customer Loyalty in Lithuania
During the 2007 National survey in Lithuania, the respondents demonstrated
knowledge and awareness about the category of products, labelled as ecological (71%). Most
of the respondents outline that „an ecological product is the product, during the process of its
growth and processing no artificial chemicals and fertilisers were used; ecological products
are healthier than traditional ones; the ecological farming method doe snot cause any harm
to the environment" (Lithuanian National Survey, 2007).
As the survey findings demonstrate, the respondents associate ecological products
with a) fruits (74%) and b) vegetables (96%), first.
An unexpected resuh was that other agricultural products, such as milk and dairy
products, meat and its products, bread and its varieties are not automatically perceived as
ecological, even though are available on the market with clear eco-labelling.
More than half of the respondents (67%) indicated that they are aware of the
ecological labelling practice in the country and some of them (26%) are specifically looking
for such eco-labelled products in the shopping centre. Amongst the surveyed people, only 6%
(mainly in Vilnius and Kaunas cifies) are permanent eco-product buyers. Vilnius-dwellers
specifically indicated that they have an opportunity of buying such eco-certified products in
the Old Town market, which is becoming very popular not only during specific festivals and
cultural heritage events, but on a daily basis.
5.2.3 Shopping behaviour for ecological products
When developing the questionnaire, the most important issue was, whether ecoproducts
are accessible to the broad public to have their choice and saying. In effect, the
majority of the Lithuanian respondents prefer a shopping centre or a supermarket for ecoproduct
purchasing (45%). Other shopping options were as follows {Figure liy.
a) open market (21 %);
b) own produce (e.g. Lithuanians are still fond of having a small patch of garden
either next to their private house or the so-called collective garden plot, where
they culfivate some crops over the season) (12%);
c) trade fairs (e.g. autumn and spring fairs, organised broadly in Vilnius and
Kaunas) (11%);
d) speciality shops (e.g., ecological food shops) (6%);
c) elsewhere (e.g. travelling to countryside to purchase eco-products first hand or
gather wild berries and mushrooms in the woods, as it is still quite popular) (5%).
open markcl trade fairs speciality shops supcnnatkct/ clscwlicrc own produce
shopping centre
Figure II. ScRmcntalion of respondents In Lithuania by the point of purchase of eco-products (%), 2007
Il has been identified that 18% of the respondents arc cco-brand loyal - they would
seek Ihc same producer (e.g. ecological honey, cco-brcad or cco-potalocs), due to the
acceptable taste, texture, quality and price ratio.
1M-\N.SI-0\{M.'\T10NS /,V bV.SlNllS.S 6- nC.OXOMICS, \'()1. 8, No 1 (16), 2009