Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland

• Published in: Journal of Marketing and Consumer Behaviour in Emerging Markets Vol. 15; no. 2; pp. 24 - 36
• Main Authors: Pawlak, Joanna, Wróblewska, Wioletta
• Format: Journal Article
• Language: English
• Published: Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego 2022; University of Warsaw Faculty of Management Press
• Subjects: Agriculture; Behaviorism; Economy; Human Ecology; Psychology; Social Sciences; Socio-Economic Research; Sociology; organic fruit and vegetables; consumer behavior; organic farming; promotion
• ISSN: 2449-6634; 2449-6634

Consumer opinion and behavior research plays an important role in the development of the marketof specifi c products. Currently, research in the fi eld of consumer behavior towards organic food,which is gaining popularity on the Polish market whose production is in line with the concept ofsustainable development and the European Green Deal related to it, is of particular importance.The aim of the study was to analyze the opinion and behaviors of consumers as regards organicfruit and vegetables and the promotion of these products as a determinant of them.The data for the analyzes came from empirical research conducted in Lublin at the turnof 2019 and 2020 by means of a proprietary questionnaire. The research was carried out ona sample of 534 respondents aged over 18. The scope of the research covered the opinions andbehaviors of consumers towards organic fruit and vegetables as well as the factors determiningthe commencement of making or increasing the frequency of purchases of these products. Anattempt was also made to defi ne the relationship between the opinions and behaviors presented byconsumers and their demographic and socio-economic characteristics.The results of the research show that half of the respondents purchased organic fruit andvegetables, of which only 1/4 claimed to do so regularly and quite often (several times a week).The respondents most often purchased these products in specialized stores – with organic food.According to the surveyed consumers, organic fruit and vegetables are rich in nutrients, healthyand safe, and produced using environmentally friendly methods. The most important factorsinfl uencing the increase in purchases and consumption and thus the development of the marketfor organic products were the increase in the availability of this product category in the places ofeveryday shopping and the reduction of their prices as the most important factors. The conductedresearch showed that for the respondents, promotional campaigns aimed at popularizing organicfood, its values and impact on human health are not without signifi cance.