Eureka! Institutional Repository

The main purpose of this study is to shed light on consumers’ attitudes toward food labelling in the Western Balkans. Pioneering in this respect, we present the results obtained from a cross-national consumer survey on a random representative sample of 3085 respondents, i.e. at least 500 respondents per country included. The survey covered six Western Balkans countries (WBC), namely Bosnia and Herzegovina, Croatia, Former Yugoslav Republic of Macedonia, Montenegro, Serbia and Slovenia. Differences in consumers’ attitudes toward food labels as well as selfperceived level of information about food with health claims were tested according to a number of socio-demographic criteria, including gender, age, education, type of settlement and among the countries of the Western Balkans. The variables were also included as independents in a binary logistic model to better understand the factors that may influence consumers’ confidence in the usefulness of health claims on product labels. The results showed that selfperceived level of information about functional food as well as consumers’ attitudes toward food labelling are influencing factors of consumers’ confidence in usefulness of health claims on product labels when making food choices. Based on all, we provide conclusions and implications for marketing managers and further research.