Postrzeganie autentyczności jako determinanta zachowań konsumentów na rynku regionalnych i ekologicznych produktów żywnościowych
Perceived authenticity as a determinant of consumer behavior on the market of origin and organic food products

Summary/Abstract: Authenticity is a multidimensional construct. The perceived authenticity of a product is strongly related to its origin, which is expressed by the factors of time (history), place (area), socialization (local community) and naturalness (raw materials). This paper presents selected theoretical concepts concerning the significance of authenticity in marketing as well as our own empirical results. On the basis of a nationwide research study of young and educated Polish consumers, it was found that the perceived authenticity of origin products was associated with such factors as consumer knowledge, labeling and the location of the point of sale in the area of origin of the product, whereas for organic products, high importance was observed regarding the distribution channel and the European quality sign apart from labeling and consumer knowledge.

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