Organic food consumption in Poland: Motives and barriers

Abstract

This paper aims to investigate selected aspects of organic food consumption in Poland. We conducted a survey in a representative sample of 1000 consumers. Polish consumers are convinced that organic food is more expensive, healthier, more environmentally friendly, more tasty and more authentic than conventional food. They believe its arouses more trust, has a better quality, is subject to more strict controls, and is produced in a more traditional way. According to Polish consumers, the most important characteristics of organic food are healthiness and high quality. The perceived authenticity of organic food depends on its natural taste, product quality, labelling, in particular having a European quality sign, as well as the retailer type and a separate exposition place in the points of purchase (merchandising). The critical barrier to the development of the organic food market in Poland is the high price, followed by an insufficient consumer awareness, low availability of organic products, short expiry dates and low visibility in the shop. The principal motives of organic food selection in Poland include: healthiness, ecological character of the product, food safety considerations, superior taste, and quality assurance. We identified the motives for and barriers to organic food consumption in Poland.

Keywords: Organic food characteristics; Organic food consumption; Organic food marketing; Perceived authenticity; Poland.