Declared Non-Buyers of Organic Food : a Study of Young British and Polish Consumer Profiles

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

Warianty tytułu

Zadeklarowani niekupujący żywności ekologicznej : badania nad opracowaniem profilu młodych brytyjskich i polskich konsumentów

• Języki publikacji: EN

Abstrakty

EN

The aim of this study is to determine the profile of young consumers in Poland and the United Kingdom who, despite being environmentally aware, do not purchase organic food. The data are taken from a 2021 survey of 624 young consumers who claimed that they did not purchase organic food (i.e. who described themselves as non-buyers). A more pro-environmental attitude was observed among young British consumers. The main barriers to purchasing organic products in both countries were being too expensive, problems with availability, a lack of consumer interest, and in Poland, competition from home-grown foods. Food acquired directly from farmers, and domestic and local food were all seen as viable alternatives to organic food. British non-buyers are more likely to buy food products marketed as sustainable, but less likely to purchase home-grown food, than their Polish counterparts. Most studies to date have been conducted in a single country and have focused on consumers. The present study rectifies this deficiency. It additionally contributes to the literature on the perceived value of organic food by demonstrating that the environmental and social values held by young non-buyers have not translated into greater interest in organic food per se. This is despite the fact that non-buyers of organic food often have a positive opinion on these products and perceive them as healthy, safe, high quality, strictly controlled, trustworthy, and authentic. Another barrier to organic market development might be the coexistence of differing (sometimes conflicting) opinions on the organic food system among young people of the same or different cultural backgrounds. If so, then politicians and business people should be well advised to take this into account. (original abstract)

Celem badania jest określenie profilu młodych konsumentów w Polsce i Wielkiej Brytanii, którzy pomimo świadomości proekologicznej nie decydują się na zakup żywności ekologicznej. Badanie przeprowadzono w 2021 r. na próbie 624 konsumentów, którzy określili się jako niekupujący żywności ekologicznej. Wśród młodych brytyjskich konsumentów zaobserwowano silniejsze postawy prośrodowiskowe. Bariery w zakupie produktów ekologicznych w obu krajach to zbyt wysoka cena, problemy z dostępnością, brak zainteresowania konsumentów tą żywnością, a w Polsce konkurowanie z żywnością wytworzoną w gospodarstwie domowym. Kategorie żywności pozyskiwanej bezpośrednio od rolnika, żywności wyprodukowanej w domu i żywności lokalnej były postrzegane jako realna alternatywa dla żywności ekologicznej. Brytyjczycy niekupujący żywności ekologicznej są bardziej skłonni do kupowania produktów spożywczych oznaczonych jako wytworzone w sposób zrównoważony niż Polacy. Polscy konsumenci są natomiast bardziej zainteresowani żywnością pochodzącą z produkcji domowej niż konsumenci brytyjscy. Większość publikowanych prac dotyczy zachowań nabywców żywności ekologicznej w jednym kraju, dlatego też nasze opracowanie wypełnia lukę w literaturze. Badanie wnosi wkład do literatury dotyczącej postrzeganej wartości żywności ekologicznej, ponieważ pokazuje, że wartości środowiskowe i społeczne młodych konsumentów nie przekładają się na większe zainteresowanie żywnością ekologiczną per se. Co więcej, osoby, które nie kupują żywności ekologicznej, często pozytywnie oceniają te produkty i postrzegają je jako produkty zdrowe, bezpieczne, wysokiej jakości, ściśle kontrolowane, godne zaufania i autentyczne. Jedną z barier rozwoju rynku ekologicznego może być zidentyfikowane współistnienie różnych i/lub sprzecznych opinii na temat systemu żywności ekologicznej wśród młodych ludzi o tym samym lub innym pochodzeniu kulturowym, czego świadomi powinni być zarówno politycy, jak i ludzie biznesu. (abstrakt oryginalny)

Słowa kluczowe

EN

Consumer; Young people; Health food; Purchase preferences

PL

Konsument; Ludzie młodzi; Zdrowa żywność; Preferencje zakupowe

• Czasopismo: Ekonomista
• Rocznik: 2023
• Numer: nr 1
• Strony: 28--50

Twórcy

autor

Aleksandra Kowalska

• Maria Curie-Skłodowska University in Lublin, Poland

autor

Julia Wojciechowska-Solis

• University of Life Sciences in Lublin, Poland

autor

Milena Bieniek

• Maria Curie-Skłodowska University in Lublin, Poland

autor

Monika Ratajczyk

• Maria Curie-Sklodowska University in Lublin, Poland

autor

Louise Manning

• University of Lincoln, United Kingdom

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Identyfikatory

DOI

10.52335/ekon/161833