Czynniki motywujące konsumentów do zakupu ekologicznej żywności – wyniki badań bezpośrednich
Factors motivating organic buying – field research outcomes

Summary/Abstract: Green consumption is a new trend among polish consumers. It’s appearance has to be connected with the Polish accusation to the European Union structures. In particular green attitudes can be manifested by consumers on a food market. There are some objective factors that help to widespread the green idea i.e. increasing organic products supply and decreasing prices of such a products. However the crucial condition of changing consumers buying behaviors is a motivation to buy organic food. The main goal of qualitative research conducted in October and November 2009 was to identify factors that motivate Poles to buy organic products. The main outcomes are presented in this article. Although they show that consumers motivation to buy organic food is complex health condition turned out to be the most important motivating force. Simultaneously consumers perceive the food of Polish origin as an organic one. It causes the problems with defining the differences between organic and nonorganic products. Furthermore those problems are deepen by the lack of knowledge about organic certification systems and, commonly declared by respondents, lack of trustworthy green labels.

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