Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic

Julia Wojciechowska-Solis,Aleksandra Kowalska,Milena Bieniek,Monika Ratajczyk,Louise Manning

doi:10.3390/ijerph19031137

Abstract

The main objective of the study was to compare young consumer purchasing behaviour towards organic food in Poland (PL) and the United Kingdom (UK), countries with different levels of organic market maturity. The study was conducted by means of an online survey questionnaire during the COVID-19 pandemic between December 2020 and February 2021. The sample consisted of 862 PL and 161 UK consumers. 31% of PL respondents and 58.4% of UK respondents indicated they purchase organic products. Descriptive statistics, the Mann–Whitney U test and the two proportion Z test were used for statistical analyses. The results indicate that young consumers pay particular attention to the freshness and quality of consumed products. Concern for their own health and that of their loved ones, as well as the desire to eat better-quality products were the main motivations for the respondents to purchase organic products. Organic vegetables and fruits, eggs, dairy products, and meat and meat products, were among the most frequently purchased products in the studied cohorts. Experts (e.g., a dietitian, physician) were declared to be the first source of information concerning food products for young consumers. Next, family members were indicated. Social media content (PL respondents) and information from websites managed by institutions (UK respondents) were mentioned as the third source. UK consumers preferred short supply chains. The present study can be used by government bodies and companies to select the most effective communication channels for education and advertising and to develop effective commercial strategies aimed at young consumers.

Highlights

The pursuit of sustainable development is founded upon the adoption of the principles of agro-ecology and the reorientation of production systems, where activities contribute to the effective protection of the natural environment through the use of low-emission production processes [1]
There was proportionally more national diversity in the United Kingdom (UK) group than the PL group where 93.7% of the PL respondents defined themselves as PL with less UK respondents (65.2%) describing themselves as UK citizens
This study shows differences in the perception and purchasing behaviour of young consumers in the organic food market, and on the market characterised by a different degree of maturity in relation to organic food, i.e., the UK mature market and the PL developing market

Summary

Introduction

The pursuit of sustainable development is founded upon the adoption of the principles of agro-ecology and the reorientation of production systems, where activities contribute to the effective protection of the natural environment through the use of low-emission production processes [1]. Ethical consumption is the practice of buying items not solely for economic reasons, but instead based on moral and personal beliefs and social factors [5,6].

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Discussion

Conclusion