Polish Consumers Research Articles

A Survey of Polish Consumers’ Views on Health and Nutrition Claims Made on Food Packaging

Abstract Goal: To examine the impact of nutrition and health claims on Polish consumers’ buying attitudes and intentions. Design/methodology/approach: A questionnaire-based survey was conducted with a group of 200 Polish consumers using the CAWI method, selected by means of purposive, “snowball” sampling. The survey form consisted of 4 parts: A — evaluation of photos of sample products with nutrition claims, health claims, both type of claims, or no claims (control group); B — answering questions about food labelling and the use of nutrition claims; C — opining on health and nutrition claims presented as separate, non-product-specific messages. Findings: The perception of the health and nutrition quality of products with health and nutrition claims was found to be strongly dependent on the consumer’s attitude towards a given type of food. The presence of claims seems to have a neutral effect on the perception of the taste of products connoted with healthy eating, but a negative influence in the case of products considered unhealthy. Despite the great interest in the information contained in the labels of food products and healthy eating, Polish consumers still display only a slight degree of knowledge about such claims. At the same time, they seem to be skeptical of the reliability of the health and nutritional- related information on the packaging of food products, which is not correlated with their level of knowledge on the subject. The presence of claims is not decisive for consumers in terms of making purchasing decisions, and claims are less important to them than the use-by-date or the price of the product. Also, claims do not mean the product is perceived by consumers as less caloric. Practical implications: In order to meet the expectations of modern consumers, food producers should consider placing both types of claims on labels, as well as undertaking other promotional activities that draw consumers’ attention to the health and nutrition benefits of their products. Due to the fact that a good knowledge of and interest in healthy eating does not translate into a better understanding of nutrition claims, it is necessary to increase consumer awareness of food law. Due to consumer skepticism about health and nutritional-related information, food producers should ensure that the information on their product labels is as consistent as possible. Originality and value: This is one of the few studies conducted among Polish food consumers that examine how the presence of health and nutrition claims on food labels affect perceptions and purchasing intentions regarding food products.

A Survey on Polish Consumers’ Perceptions of Meat Produced from Stem Cells in Vitro

Abstract Despite the dynamic development of technology related to the production of artificial meat, this product faces one more important challenge in terms of gaining consumer acceptance. In the literature on the subject, limited research has been done on the perception of meat in vitro across different societies; therefore, there is little knowledge of the possibility of its acceptance and the type of barriers it may encounter. The aim of this study was to assess the perception of meat produced from stem cells in vitro by Polish consumers. The study was voluntary and was conducted based on an internet survey addressed to people aged 12 to 60+. Convenience sampling of respondents was used. The research sample consisted of 424 respondents with a diversified sociodemographic profile. The results showed a diversified interest in meat produced from stem cells in vitro among Polish consumers. Many respondents were not able to clearly define their preferences for this type of product. Young people showed the greatest positive interest in innovative in vitro meat. The greatest concerns of consumers were related to the lack of knowledge about this type of food, the lack of its inherent naturalness and potential negative health effects.

Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market

Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a survey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ selected using the quota method. The subject of the research were opinions on advertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertising standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertisements, on the other, they assess their effectiveness as worse. However, the respondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.

Motives for and Barriers to the Use of Electric Moped Scooter Sharing Services

Abstract In line with the concept of sustainable development, changes in various forms of urban transport have been observed over the past few years, and the implementation of low-emission transport solutions is becoming a priority for local government. One of the key changes observed worldwide taking place on the urban transport market is the dynamic development of various forms of shared micro-mobility. One of these forms are electric moped scooter sharing services and despite their rapid growth in popularity, the existing research contributions on determinants of the use of this micro-mobility mode are limited to only a few studies. The goal of this paper is to advance knowledge regarding the motives and barriers to the use of electric moped scooter sharing services. The paper discusses the results of a study that was carried out in 2021 on a sample of 352 Polish users of electric moped scooter sharing services. The most important reasons for using these services included the convenience of this mobility mode and no city parking costs. The biggest barriers in choosing this micro-mobility mode for Polish consumers were those related to the safety of use.

Selected Predictors of Consumer Ethnocentrism in the Food Market (Gender Differences)

This paper aims to identify predictors of consumer ethnocentrism in the food market. An online survey was conducted in a sample of 1000 Polish consumers, which was representative by sex, age, education level, urban–rural divide, and region. The 10-item CETSCALE was applied. In a retrograde stepwise regression model, consumer ethnocentrism in the food market was positively related to tradition and conformity Schwartz values, to the pride of being Polish, and to such product characteristics as the country of origin, distance from the producer, and natural content. It was negatively related to the universalism value and to being a student. To gain further insights into the predictors of consumer ethnocentrism in the food market for either gender, separate regressions were conducted among men and women. Three predictors affected positively and significantly consumer ethnocentrism in the food market both among men and among women, namely the tradition Schwartz value, pride of being Polish, and importance attached to distance covered by the food product from the producer to the shop, which is related to the preference for local food. Moreover, consumer ethnocentrism among men was dependent on their food choice motive–environmental friendliness, whereas consumer ethnocentrism among women was affected by the importance attached to the product’s country of origin, and it was negatively related to women’s younger age.

The sociodemographic determinants of Polish consumer perception of food quality

Consumer-perceived food quality covers a wide range of aspects, including sensory characteristics, healthful properties, convenience of preparation for consumption or storage. The aim of the research was to identify the main segments of Polish consumers who differ in their perception of quality components of food products, as well as to indicate the main sociodemographic determinants underpinning that distinction. Responses were analyzed divided into clusters in order to distinguish the key consumer segments in the Polish food market. Cluster analysis showed that the three isolated clusters differ significantly in their perceived importance of quality features shaping consumer behaviors in the food market. Additional analysis of variance helped identify the reasons for this differentiation. The isolated segments perceived differently the importance of the following food characteristics: naturalness, visual appeal, shelf life and level of processing, fat content and calorific value, presence of health-promoting ingredients, absence of chemical additives. The views concerning diet compatibility or impact on health also differed significantly. Another differentiator for the compared segments proved to be the manufacturer (brand) of the product.

Assessment of caffeine intake with food by Polish females and males.

Caffeine is the most widespread psychoactive substance in the world. With long-term consumption of caffeinated beverages, there is a high probability of overtaking on caffeine. The aim of the study was to estimate the consumption of caffeine in the daily caffeine intake of Polish consumers, determine the caffeinated products in the intake of this substance. The survey was completed by 433 respondents living in Poland. The research tool was the electronic questionnaire, which consisted of: a) questions about personal data and measurement anthropometric and the level of physical activity and smoking; b) questions regarding the portion size and frequency of consumption of coffee, tea, cocoa, chocolate, energy drinks and colacarbonated beverages. The main sources of caffeine in the respondents' diet include: coffee (Me 43.64 mg/d) and tea (Me 37.60 mg/d). Approximately 20% of respondents exceeded the threshold of daily caffeine intake (safety level for children and adolescents up to 3 mg/kg b.w, for adults up to 5.7 mg/kg b.w), considered safe. Respondents who have crossed the safe dose of caffeine intake, should limit the consumption of products being its main source (coffee).

The Importance of Country-of-Origin Information on Food Product Packaging.

This study aimed to identify selected predictors of country-of-origin (COO) information placed on food packaging. The dependent variable was operationalized in two ways: (1) as a Likert-style question about COO importance in general, and (2) as an indication of COO as the most important food attribute at first purchase, which I called top-of-mind COO importance. The survey was conducted with the use of the internet panel of a research agency in a representative sample of 1051 Polish consumers. In bivariate analyses, I identified the characteristics of consumer segments attaching high importance to each type of COO information. In a multivariate log-normal regression, general COO importance was affected to the largest extent by the product originating from Poland, which confirmed the strong relation between COO importance and consumer ethnocentrism. In multivariate logit regressions, top-of-mind COO importance depended also on the Polish origin of the product to the largest extent. The remaining predictors were sex (men were over 1.5 times more likely to indicate COO as the most important attribute) and age (each year of life contributing to a 2% increase in the likelihood of indicating top-of-mind COO). A theoretical implication is to differentiate between general and top-of-mind COO measures, as different results were obtained depending on whether the COO effect was measured as a response to questions such as “How important is the product COO for you?” or “What is the most important product attribute for you?—COO” Not only were the answer patterns different, but their determinants also varied.

Consumer versus Organic Products in the COVID-19 Pandemic: Opportunities and Barriers to Market Development

The main objective of this study was to determine the behavior of the Polish consumer of organic products during the COVID-19 pandemic and to identify preferred channels of distribution of organic products in the situation of restricted freedom of movement as well as to assess what information displayed on the labels of organic food was most important to the customer. The research was conducted on a sample of 1108 respondents with the use of CAWI technique collected in an online survey carried out in February–August 2020. To analyze the obtained results, cluster analysis, linear regression model and duplication method were used to verify the substitute channels for purchasing organic goods. The pandemic has intensified the health value of consumers when making decisions about choosing food products. Consumers are sensitive shoppers who read the content of the labels and pay attention to the ingredients of the products they buy. The price is also of significant importance for consumers; however, it is less important than, for example, the expiration date of the purchased product. With the use of PCA analysis, it was possible to identify 18 factors that could be divided into three segments: marketing, practical and sensory. The proposed factors, according to the respondents, had an effect on the purchase of organic products by Polish consumers. Regarding the preferred purchasing channels, the Internet is becoming more and more important. Almost one-quarter of the respondents confirmed that they bought organic products via the above-mentioned distribution channel. Nearly 17% of the surveyed consumers considered the Internet to be an alternative way of doing their shopping. The results obtained in the research can be used in the sector of organic food producers to design marketing strategies and to adapt their offer to the proposed four groups of purchasers of organic products: eco-activists, eco-dietitians, eco-traditionalists, eco-innovators.

The Influence of Brand Trust on Consumer Loyalty

Purpose: This study aimed to determine the influence of brand trust and its dimensions on consumer loyalty. Design/Methodology/Approach: The study was conducted on a sample of 428 Polish consumers of sports apparel brands who completed an online survey. The results were processed using exploratory factor analysis, Spearman’s rank-order correlation coefficient (Spearman’s Rho), and logistic regression analysis. Findings: The study demonstrated that brand trust plays a vital role in consumer buying behavior and has a positive effect on consumer loyalty. Brand trust measurement is a complex research problem, but the conducted analyses revealed that brand trust's proposed dimensions and structure were appropriate for measuring the examined phenomenon. Practical Implications: Brand trust and its dimensions exert a positive impact on consumer loyalty. Measures aiming to improve the perceived product quality, brand image, and customer satisfaction bring tangible results by increasing consumer loyalty or maximizing the probability of such an increase. Originality/Value: The proposed methodological approach can help measure brand trust. Empirical data were verified to describe the parameters of the relationship between brand trust and consumer loyalty.

Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland

Abstract Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).

Sustainable Fashion in Poland—Too Early or Too Late?

This article presents an analysis of the concept of sustainable fashion from the Polish consumer’s perspective. The aim of this research is to investigate how Polish fashion consumers approach the concepts of sustainability, such as organic, fair-trade, and carbon emissions. Exploring the experience of the Polish consumption context provides a richer understanding of the evolution of fashion sustainability concepts in this and similar countries. The research methods applied comprise the literature review, including the theoretical and empirical items, and the survey conducted among Polish fashion consumers. According to our findings, Polish consumers declare caring more about the general environment but do not pay attention to sustainable development in the clothing industry. It is also worth noting that Poles, compared to those in other countries, have an unfavourable opinion of their own nation on the approach to sustainable development in the garment industry.

Assessment of the Frequency of Sweetened Beverages Consumption among Adults in Poland.

Background: in the context of the ongoing obesity epidemic and increase in cases of metabolic disorders among the population, it is significant, from the health, nutritional, and economic point of view, to a look at the habits of sugar-sweetened beverage (SSB) consumption of adults in Poland. This study aims to determine the sweetened beverages, which are the most popular and most frequently consumed by Polish consumers in correlation with sex, age, income, and education of the studied group of adults. Methods: The survey study was based on the Computer-Assisted Web Interview (CAWI) and was conducted on a representative sample of 500 adult Poles, within the period from May to June 2020. The fundamental stage of the survey included the question, which asked the respondents to assess the frequency of consuming selected eleven sweetened or unsweetened beverages. Socio-economic characteristics of the respondents were considered when evaluating whether these factors aligned with the behaviors regarding the frequency of beverage consumption. Results: The consumption of SSBs tends to decrease along with consumer’s age. A decrease, which could be associated with level of consumers’ education level and correlation with income could not be verified. Adults drink sugar sweetened beverages less often than younger consumers, and women drink them less often than men. Conclusions: Identification of the frequency of sugar-sweetened beverage intake can indicate directions for further national or regional action against the spread of obesity. Moreover, attention should be drawn to young males who consume beverages abundant in high sugar most often.

Perception of innovation in tourism with regard to controversial types of travel: A study of Polish consumers

The aim was to determine how tourism innovations, including controversial types of tourism, are perceived by consumers. The hypothesis adopted was that there would be statistically significant correlations between demographic variables, the respondents’ perception of innovations and their propensity to engage in non-normative behaviour during tourism trips. The study was conducted using the CAWI surveying technique by means of an online questionnaire (N = 407). The respondents had noticed significant changes in the tourism industry and the majority were in favour of those innovations. These mainly related to the development of tourist service infrastructure. The study found a statistically significant difference between male and female respondents with more males in favour of introducing controversial tourism offers to the market. Male respondents were also more likely to engage in deviant behaviour.

Potential Utilization of Edible Insects as an Alternative Source of Protein in Animal Diets in Poland

The selection of high-protein raw materials that could be utilized in the production of animal feed is limited in Poland. The aim of this study was to analyze the needs and possibilities associated with the utilization of insect protein in animal nutrition in Poland. In the future, insects could become an effective solution to meeting the nutritional requirements of a growing population. Insect protein is already used in the production of fish feed in the European Union (EU). Legislative decisions on the introduction of this alternative feed source have to be based on the results of studies investigating the safety of insect protein for farmed animals. Diets containing insect protein and their influence on animals need to be thoroughly analyzed. In the future, insect farming could become a novel branch of agriculture, and it could create new opportunities for Polish farmers who were affected by the African swine fever (ASF) virus. Insect farms could create new jobs, promote innovative business development, and increase food and feed production. Entomophagy is a new and controversial concept for Polish consumers, but in the future, it could offer a viable solution to feeding the world's growing population.

Directions of Changes in the Health Values of Dairy Products in the Opinion of Consumers.

The aim of our research was to assess whether and to what extent the perceived change in the content of selected ingredients in dairy products is important for Polish consumers in accepting the enhancement of the health benefits of dairy products, including yogurt. The data were collected using a CAPI (Computer Assisted Personal Interview) survey on a sample of 983 consumers. The logistic regression model was used to predict the behavior of consumers associated with their willingness to accept the health aspects of improving dairy products. The results indicated that changes in the level of selected ingredients enhanced the willingness to accept increasing the health value of the product. The socio-demographic characteristics of the participants were not associated with the degree of their willingness to accept the improvement of the perceived health attributes. Practitioners in the dairy industry and policy makers can benefit from these results. When designing food products, it is worth focusing on increasing the nutritional value and enhancing the health value of food that is perceived by consumers as generally possessing positive health benefits, rather than on food that is perceived by them as possessing negative qualities.

Effect of Aging Vessel (Clay-Tinaja versus Oak Barrel) on the Volatile Composition, Descriptive Sensory Profile, and Consumer Acceptance of Red Wine

Consumers look for unique wines, offering pleasant experiences. Wine producers need to open new markets and are targeting countries with fewer traditions in drinking red and complex wines, such as Poland, Russia and Germany. The use of less popular aging vessels (e.g., clay-tinajas) will help in creating unique wines. The aim of this study was to evaluate the effect of the aging vessel on the volatile and sensory profiles and consumer acceptance of red wine in Spain and Poland (model of potential new markets). Three wines were studied: (i) wine A, aged in a clay-tinaja with non-permeable coating); (ii) wine B, aged in clay-tinaja without coating; and (iii) wine C, aged in oak barrels (control). The key families in the volatile profiles were esters (wines B and C) and organic acids and terpenes (wine A). Wine A was described as sour and bitter, wine B had a distinctive mineral note, and wine C had a complex profile with typical wood notes. Finally, wines C and A were the preferred ones for Spanish and Polish consumers, respectively. Clay-tinaja wine A can be a good option to introduce clay-tinaja wines in Polish and similar markets because it is a unique product and fulfills the sensory demands/habits of Polish consumers.

Consumer‘s Behaviour Regarding Cashless Payments during the Covid-19 Pandemic

Purpose: The objective of the paper was to define the current attitudes of Poles vs. cashless transactions and their perception of the related risk of Covid-19 infection. Design/Methodology/Approach: The research method involved a survey, and the research tool was a survey questionnaire distributed by a research agency. The target-amount selection procedure was applied and the sample structure corresponds to the structure of the Polish population with respect to the studied features. The survey sample included 1000 respondents. Findings: The studied population (of Polish consumers) were less willing to pay with cash during the pandemic than beforehand. This is related with avoiding contact with cash, as well as easy documentation of transactions, increasing their transparency. During the pandemic Polish consumers were more willing to shop at Polish online shops or retail services (e.g. Allegro) than foreign ones (e.g., AliExpress). However, the study shows that Polish customers are more cautious in their shopping decisions during the pandemic, being afraid to lose financial liquidity. Practical Implications: The pandemic led to landslide changes in consumer behaviours and habits. Identification of the current shape of Polish customers' attitudes to cashless transactions and their perception of the associated risk of Covid-19 infection is important for all market entities related directly or indirectly to such transactions. Nowadays, it is difficult to even think of a business with no such needs. Originality/Value: The study presented in the paper is original because there was no research on cashless payments in relation to shopping risk. The article displays an original approach to the subject. The 2020 pandemic itself allows for observation of customers in a completely new situation and development of an entirely new area of consumer behaviour research.

The Effect of Covid-19 on Consumer Behavior in Poland - Preliminary Research Results

Purpose: The purpose of this paper is to present the results of preliminary research on the impact of restrictions during the Covid-19 pandemic in Poland on consumer behavior. In the research we tried to demonstrate that the pandemic restrictions and austerity have changed individual consumers' behavior in their daily shopping and to what extent. Design/Methodology/Approach: In this research we used survey research method, i.e., CAWI (Computer Assisted Web Interview) technique. The surveyed population consisted of 214 respondents. The research was conducted in the second half of 2020. The sample selection was random. Findings: The results indicate that certain consumer behaviors changed during the lockdown period, indicating the impact of the Covid-19 pandemic on consumer behavior. Practical Implications: The research results obtained can become guidelines for changes in individual customer service. Indeed, it should be kept in mind that the change in consumer behavior under the influence of Covid-19 has three implications for management. First, business must also learn to improvise and become more flexible during a pandemic crisis. The second managerial implication is the matching of demand and supply. The third managerial effect is the occurring likelihood that consumers will not return to their old buying habits unless the technology they learn to use does not bring about significant changes in their lives. Originality/Value: Presented results, complement previously conducted research on the impact of the Covid -19 pandemic on the behavior of Polish consumers. The research was designed to address, to some extent, the research gaps identified by others, in examining the effects of Covid-19 on consumer consumption and behavior.

Why Do Consumers Choose Photovoltaic Panels? Identification of the Factors Influencing Consumers’ Choice Behavior regarding Photovoltaic Panel Installations

Renewable energy sources help in decreasing negative environmental impacts and in reducing energy-import dependency. Among all renewable energy segments, photovoltaic panel (PV) installations are one of the fastest-growing. Growing concern about climate change, as well as public policies promoting the development of PV installations, have changed consumers’ behaviors and attitudes. This study uses the theory of consumption values to identify factors influencing consumers’ choice behavior regarding photovoltaic panel installations. There is little research on consumers’ perception of value related to green energy in Poland, especially in the case of photovoltaic panels. We fill this cognitive gap by testing an extended green consumption values model that includes functional, social, emotional, conditional, epistemic, and environmental values. The research was conducted on 250 Polish consumers using a self-administered questionnaire as the research tool. The results of structural equation modeling showed that only functional value and environmental value had a positive impact on consumers’ choice behavior toward photovoltaic panels. Photovoltaic panel installations are an important investment for Polish households; however, our research results showed that consumers are able to pay for high quality, environmental protection, and future savings. Individuals’ environmentally positive attitude related to environmental concern, environmental knowledge, and responsibility was the strongest determinant of adopting photovoltaic panel installations. New findings concerning Polish consumers’ behaviors can provide references for other countries, especially in Central and Eastern Europe. Our results can be useful for marketing managers and policy marketers in developing strategies concerning the successful promotion of the installation of photovoltaic panels in European countries.