INNOWACYJNOŚĆ KONSUMENTÓW NA RYNKU ŻYWNOŚCI
CONSUMER’S INNOVATIVNESS IN THE FOOD MARKET

Summary/Abstract: The article presents results of a study aimed at defining the determinants of consumer innovativeness in the food market and developing the characteristics of the consumer types with different innovativeness levels. The study was carried out in 2014 in the Mazowieckie voivodeship, using survey methods (distributed questionnaire) on a sample of 278 respondents aged 15 and older. The quota selection, including gender, was applied. The study revealed demographic, economic, psychosocial and behavioral diversity between consumer groups selected based on their level of innovativeness. Particularly large differences were found between extreme types, i.e. the innovators and the laggards.

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