Faculty of Agrobioengineering, University of Life Sciences in Lublin, Akademicka 13, 20-950 Lublin, Poland.
Institute of Economics and Finance, Maria Curie-Skłodowska University, pl. Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland.
Int J Environ Res Public Health. 2022 Jan 20;19(3):1137. doi: 10.3390/ijerph19031137.
The main objective of the study was to compare young consumer purchasing behaviour towards organic food in Poland (PL) and the United Kingdom (UK), countries with different levels of organic market maturity. The study was conducted by means of an online survey questionnaire during the COVID-19 pandemic between December 2020 and February 2021. The sample consisted of 862 PL and 161 UK consumers. 31% of PL respondents and 58.4% of UK respondents indicated they purchase organic products. Descriptive statistics, the Mann-Whitney U test and the two proportion Z test were used for statistical analyses. The results indicate that young consumers pay particular attention to the freshness and quality of consumed products. Concern for their own health and that of their loved ones, as well as the desire to eat better-quality products were the main motivations for the respondents to purchase organic products. Organic vegetables and fruits, eggs, dairy products, and meat and meat products, were among the most frequently purchased products in the studied cohorts. Experts (e.g., a dietitian, physician) were declared to be the first source of information concerning food products for young consumers. Next, family members were indicated. Social media content (PL respondents) and information from websites managed by institutions (UK respondents) were mentioned as the third source. UK consumers preferred short supply chains. The present study can be used by government bodies and companies to select the most effective communication channels for education and advertising and to develop effective commercial strategies aimed at young consumers.
本研究的主要目的是比较波兰（PL）和英国（UK）年轻消费者对有机食品的购买行为，这两个国家的有机市场成熟度不同。该研究于 2020 年 12 月至 2021 年 2 月期间通过 COVID-19 大流行期间的在线调查问卷调查进行。样本包括 862 名波兰消费者和 161 名英国消费者。31%的波兰受访者和 58.4%的英国受访者表示他们购买有机产品。本研究采用描述性统计、Mann-Whitney U 检验和两比例 Z 检验进行统计分析。结果表明，年轻消费者特别关注所消费产品的新鲜度和质量。关心自己和亲人的健康，以及渴望食用更高质量的产品，是受访者购买有机产品的主要动机。有机蔬菜和水果、鸡蛋、奶制品以及肉类和肉类产品是研究群体中最常购买的产品之一。专家（例如营养师、医生）被认为是年轻消费者了解食品产品的第一信息来源。其次是家庭成员。社交媒体内容（波兰受访者）和机构管理的网站信息（英国受访者）被提及为第三个信息来源。英国消费者更喜欢短供应链。本研究可以为政府机构和公司提供参考，帮助他们选择最有效的沟通渠道进行教育和广告宣传，并制定针对年轻消费者的有效商业策略。
