Quality Labels in the Food Market: Differences in Perception and Declared Purchase Intention Between Fitness-Oriented Respondents and the General Population

The aim of the thesis was to identify differences between two consumer groups—fitness-oriented respondents and the general population—in terms of perceived knowledge of food quality labels, trust in these labels, and declared purchase intention. At the same time, the study aimed to examine the extent to which these factors are related to consumers’ purchase intentions. The empirical part is based on a quantitative questionnaire survey. The data were analyzed using regression models and tests of relationships between perceived knowledge of quality labels, trust, and purchase intention, which made it possible to assess the role of trust as a mediating variable in the relationship between perceived knowledge and purchase intention. The results contribute to a better understanding of how different consumer groups perceive certification labels and how these factors relate to their declared purchase intentions.