dr Mariusz CHMIELEWSKI – Uniwersytet Gdański, Wydział Zarządzania, Katedra Strategicznego Rozwoju, Zakład Zrównoważonego Rozwoju i Nauk o Jakości, 81-824 Sopot, ul. Armii Krajowej 101, Polska; e-mail: mariusz.chmielewski@ug.edu.pl
dr inż. Ewa MALINOWSKA – Uniwersytet Gdański, Wydział Zarządzania, Katedra Strategicznego Rozwoju, Zakład Zrównoważonego Rozwoju i Nauk o Jakości, 81-824 Sopot, ul. Armii Krajowej 101, Polska; e-mail: ewa.malinowska@ug.edu.pl
dr Renata PŁOSKA – Uniwersytet Gdański, Wydział Zarządzania, Katedra Strategicznego Rozwoju, Zakład Zrównoważonego Rozwoju i Nauk o Jakości, 81-824 Sopot, ul. Armii Krajowej 101, Polska; e-mail: renata.ploska@ug.edu.pl
dr Małgorzata SZYMAŃSKA-BRAŁKOWSKA – Uniwersytet Gdański, Wydział Zarządzania, Katedra Strategicznego Rozwoju, Zakład Zrównoważonego Rozwoju i Nauk o Jakości, 81-824 Sopot, ul. Armii Krajowej 101, Polska; e-mail: m.bralkowska@ug.edu.pl
Received 3.07.2023. Accepted 31.07.2023
Abstract
Purpose: The main aim of this article was an attempt to assess to what extent suppliers of selected groups of food products, available in discount stores such as Lidl and Biedronka, use non-compulsory sustainability labeling. The additional aim was an attempt to check if the selection of that kind of labeling varies from one group to another.
Design/methodology/approach: The study consisted of an analysis of sustainability-related labeling on the packaging of selected food products available in selected shops of the Lidl and Biedronka retail chains, located in the Tri-City. The research was qualitative and was based on following methods: the method of non-participant, covert observation, the method of comparative analysis, the method of synthesis and logical inference. The study has a pilot character is the basis for further detailed research.
Findings/conclusions: The results show that food suppliers do not sufficiently use sustainability-related labeling. In case of ecolabels, they usually relate to recycling. Relatively many labels are identified as quality-related, and many referred to the origin of products. As study shows there is hardly any social labeling on food products. A large variety of non-compulsory labels were observed that contributed to their free classification that is only authors’ proposal. Own brands of discount stores mostly inform customers about the origin of products, on how to recycle packaging, guaranteed by own quality standards. The largest variety of labels characterized the packaging of dairy products.
Research limitations: Only four groups of food products were selected for this research, and within these, selected product categories. The packaging of products were observed, which during 28-29th of June 2023, were available at observation sites. The study was conducted in shops belonging to the two most popular discount retail chains in Poland, located in Tri-City.
Practical implications: The results may start a deeper assessment of the use of sustainable labeling in the process of communication between producers, distributors of food products and customers. The results may help suppliers in identifying future activities and understanding customers’ attitude toward sustainable development. This may contribute to a positive perception of producers and distributors and provide a form of advertising for them.
Originality/value: The results of the research present the preliminary determination of the use of sustainable labeling on the packaging of selected food products available in two discount retail chains.
Keywords
product labeling, ecological labeling, social labeling, quality labeling, sustainable labeling, food products, sustainable development