Women’s Attitudes Toward Certification Logos, Labels, and Ads for Organic Disposable Sanitary Napkins: Findings from a Multi-City Cross-Sectional Survey | BMC Women’s Health
Women’s demands for PSOs increase with expectations of their body safety. However, it is difficult for consumers to verify whether a given product has been produced according to the characteristics promised. [9, 19] because organic products are representative trust goods. In organic markets, consumers generally rely on information provided by producers, sellers or independent third parties [10, 20]. Since PSOs, as trust goods, also have asymmetric information properties, information signaling, for example through certification logos and detailed labels on product packaging, as well as advertisements in OSP marketplaces, are important tools that a woman can use to gauge product quality by converting credibility features into search attributes. Therefore, it is important to fully understand women’s attitudes towards these informants and their impact on purchases. In this study, women showed a fairly high level of trust in informants, which was assessed to have had a positive effect on the reliability, image and decision to purchase the product. Women have favorable attitudes towards informants in terms of safety for their health. Additionally, positive attitudes toward informants have been found to have a relationship with actual OSP buying behavior.
This study showed that socio-demographic characteristics, including age, level of education and area of residence, were not significantly different between the three purchase frequency groups. These results are similar to those of previous studies on organic foods [21, 22]. Given that respondents answered that they expected human health safety the most when purchasing PSO, this result suggests that socio-demographic factors, as in the case of diet, may not have a greater impact on consumer buying behavior than health concerns. Although respondents’ income was not collected in this study, it is unlikely to have a significant impact on the results, as most previous studies have shown that income is not a significant variable for explain the differences in purchasing behavior between purchasers and non-purchasers of organic products. .
Respondents to this study showed generally positive attitudes toward OSP certification logos, labels on product packaging, and advertisements. The results indicate that women trust these informants, and the informants had positive effects on women’s decisions about reliability and product image, and even on their purchasing behavior. In the credenza market, third-party certification or the provision of information via labels or advertisements could be an instrument to gain consumer trust . By this means, customers can be informed about the details of product features through the label on the package. [25, 26]and it has been recognized that the more healthy information consumers find on the label, the more favorable they become and the more positive their purchasing decisions become [14, 20, 27]. Certification logos are used to signal to consumers at the point of sale that a product is certified. Consumers believe that a certification logo is proof that the product has met the specific requirements of the given certification, which is controlled by standard regulations, confirmed by independent private organizations or governments. . Thus, consumers tend to trust certified logos more than the source company’s written statements about the product. . The effects of certification logos have been well documented in previous studies of organic foods. Tosh et al. signaled the presence of the labeling effect; in their experiment, a conventional yogurt with the same smell, taste and textures as an organic yogurt is rated significantly higher when labeled as organic than when it is not labeled, and vice versa .
In this study, respondents indicated that the aspect most expected when purchasing an OSP and the aspect that informants contribute the most to the belief and impression of the product is health safety. human. However, it is worth noting that the OSP certification logos, labels and the word “organic”, used in advertisements, do not guarantee that the product is healthier or that it is free from dangerous ingredients. [29,30,31]. OSPs have not been proven to be healthier than conventional disposable sanitary napkins. This implies that consumer beliefs about certification logos, labels, and advertisements that emphasize the organic nature of the product outweigh ambiguity about the safety of PSOs. Similarly, a previous study on organic food reported that the term “organic” has positive connotations for food, so it can be assumed to carry a heuristic cue or perception cue. .
In addition, this study revealed that the degree of positive attitude of women was closely related to their purchasing behavior. The attitude towards OSP informants has become more positive, shifting from non-buyers to occasional buyers to habitual buyers. These results suggest that in the OSP market, not only whether women have a positive attitude towards an informant, but also the degree of positivity matters. This finding is consistent with several previous studies that found that negative attitudes attributed to uncertainty and lack of trust in organic food logos can act as barriers to buying organic food. [33,34,35,36].
There are limitations in our study. First, the respondent group was slightly skewed towards more educated respondents (about 80% have more than college education). This can be attributed to the use of an electronic survey method. Second, this study only focused on PSOs because we observed that, similar to previous studies, the most commonly used menstrual hygiene products were disposable sanitary napkins, due to their convenience and ease of use. scrapping. [1, 37, 38]. Therefore, women’s attitudes towards other types of alternatives such as tampons, menstrual cups, cloth menstrual pads should be examined in future studies. Finally, caution should be exercised before applying these results to other countries, as attitudes towards PSOs and their certification logos, labels and advertisements may vary according to social and cultural characteristics.
Despite these limitations, the results of this study are valuable because, to our knowledge, no previous study has assessed women’s attitudes toward OSP-certified logos, labels, or advertisements in combination with purchasing behavior. Therefore, although this study was conducted in Korea, it can be used as baseline data to understand women’s attitudes towards OSP informants in other countries where the demand for OSP is also increasing.