Food shopping preferences in the context of logistic chains of food supplies on the example of consumers from the Podkarpackie voivodeship

Abstract

The article focuses on consumers' dilemmas regarding the choice of food products. Growing consumer awareness is reflected in everyday choices and has both economic and public health significance. Public awareness is generating a tendency to pay attention to health aspects by choosing fresher, better quality and less processed products. Consumers are increasingly interested in short food supply chains and shortening the time it takes to move food “from the field to the table”. Purchasing behavior is conditioned, inter alia, by the individual hierarchy of values professed by the consumer, in which short food supply chains are identified with better quality, lower price and reduced trade margins. Preferences for local and regional products are also observed. The market provides such opportunities, as legal changes introduced in Poland in 2016–2017 enabled farmers to legally sell food products directlyin an unprocessed as well as processed state. Such sales are carried out in short supply chains. A similar phenomenon is also observed among farmers in many EU countries. Short food supply chains play an important role in the process of creating market advantage of agricultural producers, as food products are quickly delivered to the final recipient. Local markets become very important in this case and direct selling, which lost its importance at the turn of the 20th and 21st centuries, is gaining popularity again. Logistical food supply chains are considered in various scientific fields. They combine organizational and technical, economic, social as well as cultural, and health dilemmas. The aim of this study was to identify preferences of food supply chains in the context of consumer behavior of the inhabitants of south-eastern Poland. The survey was conducted using the CAWI (Computer-Assisted Web Interview) method. The survey shows that respondents associate food quality with the length of the supply chain, in the declarative sphere, they prefer short food supply chains, but do not use them. A sizeable proportion of respondents said they were willing to pay slightly more for safe and wholesome food. Research has confirmed that the modern consumer increasingly recognizes the importance of the healthiness of products, and links this to shortening the food supply chain.