The Effect of Certificates and Labels on Consumer Preferences in Animal Products

Türkçe

This study aims to evaluate consumers’ purchasing behaviors concerning animal products, their levels of awareness towards labels and certifications, trust perceptions toward these indicators, and the influence of demographic, economic, and health-related variables on their preferences. The study material were obtained through online questionnaire (Google Forms) from 400 individuals across different provinces of Türkiye between April 15 and May 15, 2025. According to the study results, it was determined that determinants in consumer preference for animal product are quality and price, respectively. It was found that in animal product based food preference consumers' awareness of halal and organic certifications was higher than their awareness of environmental sustainability and animal welfare certifications. In addition, participants reported that as a consequence of experiencing foodborne illness from animal products increased their awareness of certifications. Health conditions in the family (especially cardiovascular disease, gastrointestinal issues, high cholesterol, and diabetes), significantly affected product preferences. Moreover, 57% of consumers expressed willingness to pay price difference for certified products and perceived greater trust in certifications issued by government authorities. It was determined that age affects the certification awareness, while education and income levels did not affect the certification awareness. In conclusion, it was found that the level of consumers’ awareness on labels and certificates in the choice of animal products is insufficient, and especially government-supported information mechanisms should be strengthened in the formation of this awareness.