This paper aims to explore the importance of the direct-payments scheme as a tool for supporting the sustainable development of agriculture in Poland, and to assess the effects of the 2015 Common Agricultural Policy reform in this context. In particular, the study attempts to investigate the impact of different fund-allocation criteria on the regional distribution of direct payments. The research employs a simulation method in the form of variant analysis (the “what if” model)—a mathematical method with elements of statistical description, based on the complete dataset. For the purposes of one of the variants, a multi-criteria composite indicator was constructed, including stimulants and destimulants of the level of environmental sustainability of agricultural plant production. The analysis was conducted at the NUTS 2 level (voivodeships). The timeframe of the study covered the period 2010–2019. The data published by Statistics Poland and the Agency for the Restructuring and Modernisation of Agriculture were used as the source material. The analysis indicated that the 2015 Common Agricultural Policy reform redistributed public funds away from sustainable agricultural management principles. Applying some basic sustainability criteria in order to internalise environmental externalities would lead to a radical redistribution of first-pillar Common Agricultural Policy payments. The paper concludes that a real greening of the European Union’s agricultural policy is a task still to be accomplished.

Purpose: This paper aimed to evaluate the competitive potential of the agricultural and food sector in the member states of the European Union and identify differences between them with reference to the position of such countries in international agricultural and food trade. Design/Methodology/Approach: The competitive potential was evaluated using a synthetic measure designed using TOPSIS (Technique for Order Preference by Similarity to an Ideal Solution). The potential was confronted with the competitive position of the member states of the European Union in the international trade in agricultural and food products. To this end, among other indicators, the Revealed Comparative Advantage (RCA) index was used. The analysis was based on data from EUROSTAT and FADN (Farm Accountancy Data Network) for years 2007-2017. Findings: The results point to a strong diversification of the level of agricultural development among the member states of the European Union. Four groups of countries characterised by a similar level of the analysed phenomenon were identified. The highest value of the synthetic measure was characteristic of the Netherlands. It was more than 3 times higher than in the country least competitive in that respect (Slovenia). Countries with the highest agricultural competitive potential such as the Netherlands, Belgium, Denmark and France, also maintain a high competitive advantage in the international agricultural and food trade. Many countries, in particular those included in EU-12

The paper aims to identify and explain the factors influencing the decision-making process on the behavioural intention to use home photovoltaic systems by Polish households and potential buyers. The survey was conducted in 2021 on a sample of 521 participants. The research used a random sample of households without PV systems located in the rural areas in Poland, where the adoption of innovative technologies related to obtaining energy from renewable sources is especially important. Structural equation modelling (SEM) was applied to measure structural relationships. The main finding indicates that consumer innovativeness has the strongest impact on the intention to purchase a photovoltaic installation. The perceived value also affects the intention to purchase a photovoltaic installation. The perceived value is affected by perceived economic benefits and indirectly by the subjective knowledge of PV. Surprisingly, environmental concerns negatively affect the intention to use PV installations.

Purpose: The general objective of this paper was to evaluate the significance of EU designations such as Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Traditional Speciality Guaranteed (TSG) in the food purchasing decisions made by consumers. Specific objectives include: determining familiarity with products bearing EU designations, identifying factors affecting the purchase, determining the type of most frequently purchased products and identifying their purchase locations. Design/Methodology/Approach: The evaluation was carried out using PAPI and CAWI surveys (survey questionnaire). The surveys were carried out in 2016 among 1.364 students from four countries: Poland, Lithuania, Slovakia and Ukraine. Findings: The results of the surveys point to a relatively small significance of EU designations in the purchasing decisions made by young consumers of food products. The surveys made it possible to identify the most important determinants of the choice of food products, including: product price, freshness and best before date. Analysing the behaviours of buyers from respective countries it can be observed that the evaluations of the significance of factors determining the choice of a product are not much different, which can be explained by progressing globalization and unification of consumer behaviours. In addition, it can be noted that the surveyed buyers are not very fluent in differentiating between respective types of designations such as PDO, PGI and TSG. Practical Implications: The survey made it possible to evaluate the behaviour of young consumers on the food market to the extent of the choice of products with EU designations and to formulate recommendations for producers and sellers as well as identify the directions of further research. Originality/Value: The added value of this paper is cross-sectional analysis of multiple factors shaping decisions on the choice of EU-certified food products by young consumers using the example of selected EU member states in comparison to a non-EU country-Ukraine.

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Purpose -The aim of the publication is to present the signiicance of gender in the creation of consumer behaviour on the market of services, with special consideration of decision-making process. Design/Methodology/Approach -The empirical part was developed on the basis of survey research titled "Distribution modelling in network economy". The research was quantitative, implemented through the computer-assisted personal interviewing (CAPI) technique on a group of 1,103 respondents. Quota and random sampling was applied. The research study was conducted in 2015. Findings -In the empirical part, differences in behaviour between women and men as consumers on the market of services were identiied. The study identiied distribution channels of services chosen at consecutive stages of a purchase process; respondents' priorities in choosing those channels; and differences between women and men (of various age groups and income groups) in this respect. Practical implications -Changes undergoing on the market of services, globalisation, ICT development, and in particular the development of network economy evoked a necessity of searching for new strategies of sales services. Contemporary marketing strategies should take into account social and demographic changes and the inluence of those changes on consumer purchase behaviour. Therefore, the knowledge about differences in the behaviour between women and men and their market choices should be relected in marketing strategies of enterprises. Original value -The research concerns multichanneling on the market of services with respect to differences in female and male market behaviour.

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1 Tomasz KIJEK 2 SEGMENTACJA NABYWCÓW NA PODSTAWIE ANALIZY CZYNNIKÓW WPŁYWAJĄCYCH NA WYBÓR PRODUKTÓW ŻYWNOŚCIOWYCHSegmentacja rynku jest kluczowym etapem procesu projektowania strategii marketingowej każdego zorientowanego rynkowo przedsiębiorstwa, ponieważ stanowi podstawę wyboru docelowego nabywcy. Podstawowym celem segmentacji jest analiza struktury rynku ze szczególnym uwzględnieniem potrzeb klientów, którzy ten rynek tworzą. Dlatego też, precyzyjna wiedza o kliencie stanowi więc punkt wyjścia do przeprowadzenia segmentacji. W związku z tym kluczowe jest dokładne zidentyfikowanie i poznanie czynników wpływających na zachowania klientów. W wyniku właściwie przeprowadzonej segmentacji przedsiębiorstwo może przygotować konkurencyjną ofertę marketingową, dostosowaną do oczekiwań określo-nej grupy konsumentów przy efektywnym wykorzystaniu swoich zasobów. Głównym celem publikacji jest przedstawienie możliwości wykorzystania metody grupowania k-średnich w procedurze segmentacji nabywców na rynku owoców i warzyw. W analizach statystycznych użyto wyniki badań sondażowych, z wykorzystaniem kwestionariusza ankiety, przeprowadzonych w 2016 roku na grupie 358 studentów. Do opracowania profilu nabywcy zastosowano analizę głównych składowych. W wyniku zastosowania metody k-średnich autorzy wyodrębnili sześć względnie jednorodnych grup badanych nabywców na rynku owoców i warzyw. Zidentyfikowane grupy są na tyle zróżnicowane, że można zaproponować w oparciu o ich postawy i zachowania sprofilowane strategie marketingowe.Słowa kluczowe: segmentacja rynku, metoda k-średnich, analiza głównych składowych, produkty żywnościowe.