The constant development of consumer awareness regarding sustainable development has spread to food markets. Decisions related to food consumption are increasingly becoming, for consumers, an opportunity to demonstrate a specific value system, contesting mass and globally distributed food. Local products began to appreciate local produce, which is the opposite of mass production. Local food is gaining popularity, being perceived as healthier, unprocessed, and containing fewer preservative compounds, while also requiring fewer natural resources, leading to a lower environmental footprint. The phenomenon of shopping virtualization has also been growing in strength lately, especially among food consumers. Although Polish food e-commerce is still relatively undeveloped, online food sales have been the fastest growing category of Internet sales. According to experts, by 2026, nearly 40% of all products globally will be sold online. The main purpose of this article was to identify the behavior of Polish consumers shopping online for local food products and to identify barriers to purchase. Our findings were then used to determine development opportunities for this form of trade in relation to local food in the light of new legislative solutions currently in force in Poland. As part of the research procedure, an extensive literature review was carried out. In addition, some of the research findings were cited regarding consumer behavior in the local food market, conducted on a population of 1067 respondents. The study showed that Polish e-consumers of local products are usually aged 30–40, well-educated, and are in a good financial situation. Respondents pointed to high prices as the main barrier to buying local products via the Internet, a drawback which may be remedied to some extent by the recently adopted legislative solutions falling under the scope of what is termed in Poland as agricultural retail trade as well as by the promotion of short supply chains such as the Polska Smakuje initiative.

Purpose This paper seeks to describe the perceptions and motives for acquiring traditional and regional products by Polish consumers. The purpose of this paper is to evaluate the state of regional and traditional food production in Poland and identify the prospects of its development. Design/methodology/approach Both secondary and primary data were used. The sample size included 1,067 respondents selected based on their place of residence and sex. The five-point Likert scale was used to measure the participant attitudes following the construction and validation procedure. Cronbach’s α test was used to evaluate the reliability of the measuring scale, estimated at 0.85, indicating the accuracy of the scales used. Statistica 13 – including t-test, ANOVA and regression analysis – was a software program used to carry out statistical analysis. Prior to the analysis, multivariate normality was examined by testing each variable for normal distribution. Findings The research showed the existence of a statistical relationship between the sex of respondents and the suggested traditional food consumption patterns such as organoleptic qualities, high quality, and finally, curiosity and trying new foods. Sex did not statistically influence the responses for the remaining factors. Originality/value The increased interest in traditional and regional food products is a manifestation of new food-related tendencies and is implied by the desire to exhibit behaviors and values resulting from cultural heritage. Polish consumers are becoming wealthier, better educated, more aware of both tangible and intangible product attributes, and they are having more opportunities to expose their social preferences when shopping. The importance of food attributes such as traditional and regional food certificates, source of origin or the image of the producer (e.g. respecting ethical behavior) is growing. This research is significant not only because of its theoretical input, but its applied value as well.

The purpose of this paper is to verify the knowledge that is useful for legume producers in relation to consumers’ eating habits in the field of legume products. According to experts, leguminous products have a positive effect on human health. The tendency towards healthy eating habits is also associated with the idea of sustainable consumption. The authors have attempted to combine these two trends. The main goal was to determine, among consumers, the level of knowledge about legumes, product purchase motives, and preferred places of purchase. This study was carried out with the use of an authorial questionnaire. In total, 1067 respondents from all regions of Poland participated in the study. The Statistica 13.1PL programme was used for statistical analyses. Methods used: descriptive statistics, discriminant analysis and linear regression analysis. With the aid of the conducted analyses, it was possible to determine that peas, beans, soybeans and lentils are the most recognised and most frequently consumed products (in various configurations) among the residents of the studied groups. The most important motives for their purchase among the surveyed consumers were “flavour”, “price” and the fact that these products can be an alternative to meat products and contain a lot of protein and fibre. The purchase channels that legume product producers must pay attention to are large-area shops and online sales. Sustainable consumption awareness for the consumers of legume products is best defined by a variable in the regression equation—“no harmful substances used during its production”. The legume products market has not yet flourished in Poland. The products are an excellent alternative to meat products due to their high protein content. Pro-health education has a measurable effect and consumer awareness is growing. Producers should use this knowledge by emphasising, in the promotion of products, that the products are produced in accordance with the idea of sustainable development, without the use of harmful substances, and that no means are used to extend the shelf life.

The main objective of this study was to determine the behavior of the Polish consumer of organic products during the COVID-19 pandemic and to identify preferred channels of distribution of organic products in the situation of restricted freedom of movement as well as to assess what information displayed on the labels of organic food was most important to the customer. The research was conducted on a sample of 1108 respondents with the use of CAWI technique collected in an online survey carried out in February–August 2020. To analyze the obtained results, cluster analysis, linear regression model and duplication method were used to verify the substitute channels for purchasing organic goods. The pandemic has intensified the health value of consumers when making decisions about choosing food products. Consumers are sensitive shoppers who read the content of the labels and pay attention to the ingredients of the products they buy. The price is also of significant importance for consumers; however, it is less important than, for example, the expiration date of the purchased product. With the use of PCA analysis, it was possible to identify 18 factors that could be divided into three segments: marketing, practical and sensory. The proposed factors, according to the respondents, had an effect on the purchase of organic products by Polish consumers. Regarding the preferred purchasing channels, the Internet is becoming more and more important. Almost one-quarter of the respondents confirmed that they bought organic products via the above-mentioned distribution channel. Nearly 17% of the surveyed consumers considered the Internet to be an alternative way of doing their shopping. The results obtained in the research can be used in the sector of organic food producers to design marketing strategies and to adapt their offer to the proposed four groups of purchasers of organic products: eco-activists, eco-dietitians, eco-traditionalists, eco-innovators.

Purpose The purpose of this paper is to clarify the intentions and behaviors of consumers of the Poland which recently puts emphasis on the promotion of organic food, healthy diet of its population and shows concern for the protection of natural environment. The conducted studies aim to identify types of products and determine motives that Polish adults take into consideration when buying organic food. The studies have been also conducted to indicate the most common barriers that appear when purchasing this type of products. The above-mentioned aims are carried out in the context of a level of education among consumers of organic food. Design/methodology/approach A diagnostic survey method with authors’ questionnaire was used in the studies to examine 3436 respondents from all over the Poland. The studies were conducted in 2015. After the use of construction and validation procedures, a five-point Likert scale was applied to measure the attitudes. An indicator of scale reliability was calculated where Cronbach’s α was 0.85. The education was a criterion that divided respondents into study groups. Findings The population was divided taking into account the place of residence: villages, towns up to 30 thousand inhabitants and towns over 30 thousand inhabitants. In the next stage of sample selection, respondents were proportionally divided according to their sex. Women constituted 51.3 percent, while men 48.7 percent. All respondents were of legal age. These methodological procedures allowed calculating a size of sample, where the level of confidence was set at 0.95, the estimated size fraction at 0.50 and the maximum error at 0.05. Originality/value There is a need for increased education on the importance of organic food and its influence on human health, especially among the young generation of Polish consumers. The conducted education should be aimed at encouraging producers and in particular sellers to promote sale of organic food in their stores, and thus to label it appropriately for easier identification by consumers. The barriers and motives presented in this paper which occur when buying organic food are identical to those that occur in developed and developing countries.