How sustainability narratives shape consumer perception: a semantic study of chicken meat marketing

Abstract

Purpose. This study examines how semantic cues in food marketing, particularly sustainability-oriented narratives, influence consumer perceptions of chicken meat. Methodology. The study was based on a survey of 128 consumers conducted in the retail chains Silpo, ATB, and MIDA in Mykolaiv, Ukraine. Respondents assessed various semantic configurations of chicken meat labelling, which differed by script (Latin versus Cyrillic), language (Ukrainian versus English), and the inclusion or omission of the “ECO” prefix. Evaluations were provided using a five-point scale. The analysis examined the extent to which these semantic variations shape consumer perceptions across six key dimensions: perceived product quality, taste expectations, purchase appeal, social prestige, environmental friendliness, and perceived support for local communities. Results. The findings indicate that consumer perceptions of chicken meat in Ukraine are strongly influenced by visual and semantic elements embedded in product naming, particularly language choice, script type, and the inclusion of sustainability-related markers. The study highlights the significant role of sustainable development narratives in shaping product image. Empirical evidence confirms that the “ECO” prefix serves as a powerful signal, reinforcing associations with environmental responsibility and social value, while at the same time potentially prompting more critical consumer judgment. Furthermore, product names that reflect national linguistic identity generate greater trust and a stronger sense of authenticity compared to foreign-language or transliterated alternatives. In general, the findings suggest that the incorporation of sustainability-oriented semantic cues into food marketing strategies can strengthen consumer trust and contribute to building a positive brand image within the Ukrainian chicken meat market. Originality. This study provides empirical evidence of how semantic patterns, specifically language choice, script, and the “ECO” prefix, shape consumer perceptions of chicken meat in Ukraine. The study identifies the role of eco-labelling in influencing expectations of quality, taste, and social responsibility, highlighting both positive and critical consumer responses. It also demonstrates that semantic cues not only affect purchasing behaviour, but also contribute to the formation of sustainability-related narratives and consumer trust in local food production. Practical implications. The results are useful for food producers, marketers, and policymakers in developing labelling and branding strategies that integrate sustainability-oriented narratives. The findings show how language choice, script, and eco-labelling influence consumer perception, providing guidance for building trust, emphasising product authenticity, and communicating environmental and social values more effectively.