Preference-Based Determinants of Consumer Choice on the Polish Organic Food Market.

Abstract

Background: The development of the organic food market in Poland is currently at a fairly high level. There is a growing demand for organic food, but the share of total sales remains low. There are still many barriers related to the availability of organic food and information about it. In addition, consumers are skeptical of the inspection system in organic farming and admit that these foods do not meet their expectations regarding sensory qualities. Methods: The article conducted its own research, using an author’s survey questionnaire, which was distributed in Lublin Province. The research sample consisted of 342 respondents and was diverse in terms of gender, age and place of residence. The purpose of the analysis was to ascertain the determinants affecting the choice of organic food. For the study, the method of correspondence analysis was used, the purpose of which was to isolate characteristic groups of consumers who exhibit certain behaviors towards organic products. Results: Respondents admitted that they buy organic food several times a month, most often spending an amount of EUR 10–20 (per month). They also paid attention to product labeling, with labels read mostly by residents of small towns (up to 30,000 residents). Respondents were also asked about the reasons why they do not buy organic food. The results of the analysis show that respondents believe it is too expensive, but they also cannot point out differences with other products. Conclusions: The main purpose of this article was to study the preferences of organic food buyers and to identify factors that determine their choice but that may also be barriers to purchasing this category of food. These issues need to be further explored so as to create recommendations in this regard for various participants in the organic food market.