Background of the study
The Quality Seal Monitor 2023 provides an industry-, seal-, and product-spanning insight into the current status of consumer attitudes. The basis for this is a representative population survey with a sample size of 2,590 people living in Germany. The respondents are between 18 and 69 years old, reside in Germany, and are representatively quotated for age, gender, and federal state. The survey was conducted in August 2023 via the actively and passively recruited online access panel of SPLENDID RESEARCH GmbH.
What was the subject of investigation in the study?
Regarding quality seals, the study examined the current status and perspectives of general consumer attitudes toward quality seals, including awareness, buyer share, trust, buyer reach, image transfer between seal and product, purchase likelihood, price willingness, and actual purchases.
Relevance of the Study
Consumer behavior among an increasing number of people is characterized by growing awareness of ecological and ethical issues, as well as steadily rising demands regarding product quality. More and more consumers want to consciously select products based on quality criteria and special standards. However, they cannot test supply chains or manufacturing processes themselves in advance. Against this backdrop, quality seals serve as visual decision aids by guaranteeing customers the desired product attributes based on testing.
Benefits for Companies
Although awarding quality seals initially incurs costs for a company, the benefits are clear: products can gain a unique selling point through precise certification. This often leads to an increase in perceived quality, the opening of new buyer groups, and consumers’ willingness to pay higher prices. To achieve this desired effect from placing a quality seal, the seal’s awareness, meaningfulness, trustworthiness, and potential image transfer must be captured and evaluated. Companies need solid, neutral, and valid data for this purpose.
There is a noticeable transfer of the seal’s attributes onto the certified product.
A product certified with the “For More Animal Welfare” seal sees a significant increase in the number of consumers who associate it with animal-friendly husbandry. A product bearing the Bioland seal is generally more likely to be associated with pesticide-free production. The “Product of the Year” seal is linked by many consumers to increased customer satisfaction.
What influence do quality seals have on purchasing decisions?
According to the Splendid Research study, quality seals influence customers’ willingness to purchase. Fifty percent of study participants agree with the statement, “A product with a seal is better than one without a seal.” Accordingly, the willingness to buy products with quality seals increases. The study’s results show that the purchase likelihood for products with quality seals rises by 5%, and customers’ price willingness also increases by 4%.
Consumers and Quality Seals
On average, every fourth consumer is reached through the placement of a quality seal. 64% of parents pay attention to quality seals when purchasing children’s and baby products. 50% of consumers agree with the statement, “A product with a seal is better than one without a seal.” Additionally, 66% of consumers consider quality seals an important quality indicator when buying food.
Source: https://www.splendid-research.com/de/studie/guetesiegel-monitor-2023/
