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

Author

Listed:
  • Joanna Pawlak

    (The Department of Management and Marketing The University of Life Sciences, Lublin)

  • Wioletta Wroblewska

    (The Department of Management and Marketing The University of Life Sciences, Lublin)

Abstract

Consumer opinion and behavior research plays an important role in the development of the market of 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 of sustainable 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 organic fruit 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 turn of 2019 and 2020 by means of a proprietary questionnaire. The research was carried out on a sample of 534 respondents aged over 18. The scope of the research covered the opinions and behaviors of consumers towards organic fruit and vegetables as well as the factors determining the commencement of making or increasing the frequency of purchases of these products. An attempt was also made to defi ne the relationship between the opinions and behaviors presented by consumers and their demographic and socio-economic characteristics. The results of the research show that half of the respondents purchased organic fruit and vegetables, 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, healthy and safe, and produced using environmentally friendly methods. The most important factors infl uencing the increase in purchases and consumption and thus the development of the market for organic products were the increase in the availability of this product category in the places of everyday shopping and the reduction of their prices as the most important factors. The conducted research showed that for the respondents, promotional campaigns aimed at popularizing organic food, its values and impact on human health are not without signifi cance.

Suggested Citation

  • Joanna Pawlak & Wioletta Wroblewska, 2022. "Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(15), pages 24-36.
    • Handle: RePEc:sgm:jmcbem:v:2:i:15:y:2022:p:24-36
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    References listed on IDEAS

    as
    1. Rana, Jyoti & Paul, Justin, 2017. "Consumer behavior and purchase intention for organic food: A review and research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 157-165.
    2. Natalia Brzezina & Katharina Biely & Ariella Helfgott & Birgit Kopainsky & Joost Vervoort & Erik Mathijs, 2017. "Development of Organic Farming in Europe at the Crossroads: Looking for the Way Forward through System Archetypes Lenses," Sustainability, MDPI, vol. 9(5), pages 1-23, May.
    3. Peter Sonneck & Cirk Sören Ott, 2010. "Future Trends in Multi-channel Retailing," Springer Books, in: Manfred Krafft & Murali K. Mantrala (ed.), Retailing in the 21st Century, pages 221-238, Springer.
    4. Ertz, Myriam & Karakas, Fahri & Sarigöllü, Emine, 2016. "Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors," Journal of Business Research, Elsevier, vol. 69(10), pages 3971-3980.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer behavior; organic fruit and vegetables; promotion; organic farming;
    All these keywords.

    JEL classification:

    • Q1 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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