Certification Labels in Shaping Perception of Food Quality—Insights from Polish and Belgian Urban Consumers

Food quality is considered to be one of the most important determinants food choice. Given variety products and overflow information in market, certification labels are intended encourage consumers select healthier more sustainable product options. This study focuses on how urban from Poland Belgium perceive whether shape their views it. Research material was collected using quantitative (Paper Pencil Interviews (PAPI)) qualitative (focus groups (FGs)) methods. The survey conducted among people visiting fairs, a sample 701 adults cities Warsaw, Brussels Ghent. confirms that interested when choosing food, but perception varies depending place residence other socio-demographic characteristics (age, income, education, household structure). Certificates were for if message clearly signals exceptional consistent with awareness sustainability challenges. Consumers (a country long-established market economy) reveal deeper knowledge favourable approach than Poles. role labelling shaping consumers’ perceptions depends awareness, experience understanding issues. This, turn, determined by cultural environment consumers, which case our residence.