Abstract
The research aimed to identify the factors most strongly determine consumers’ perception of agricultural products. The study was conducted using an online questionnaire made available on the most popular social networking site in Poland (Facebook) in groups of residents of the 16 voivodships of Poland. The survey verified the importance of the respondents’ beliefs about the modernity of agriculture, organic farming, and farmers’ presence in social media perception of agricultural products. Research has shown that in the perception of the quality of agricultural products, their ecological character, nutritional value, and availability of information on the course of the production process are of particular importance. The respondents’ interests in the system of production processes focused mainly on the welfare of farm animals and the impact of agricultural activity on the natural environment. Socially responsible, ecological agriculture, which is present in social media, was combined with modernity. The research also revealed the potential of social media as a direct sales channel for agricultural products. Respondents also found social media an effective marketing tool for agricultural products.
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