Pro-ecological behavior of consumers on the food market is conditioned by many factors, among which the literature on the subject particularly indicates, is high environmental awareness. Among other factors, the influence of social groups is also emphasized, in relation to young consumers; these are mainly peers and friends, which was confirmed by the authors’ research. The aim of the research was to identify the role of ecological awareness and influence on the food purchasing habits of young consumers in shaping their pro-ecological behavior. Based on the literature on the subject, structural equation modeling (SEM) was used to analyze the empirical material, reducing the number of dimensions through the use of factor analysis. Analyzing the collected material, the authors proposed three latent variables—ecological awareness (EA), impact on food preferences (IFP), and ecological behavior (EB). Hidden variables were defined by explicit variables, and the whole was characterized in the light of the literature. The research results indicated that there are significant correlations between all latent variables, however the strongest one could be observed between EA and EB. This proves that the ecological behavior of young consumers is strongly determined by their environmental awareness.
The subject literature around the world puts a strong emphasis on the discrepancy between the positive attitude towards the idea of sustainability and consumer behaviour. These issues are the subject matter of this paper, which aims at both the identification and evaluation of selected aspects of knowledge, attitudes and eco-friendly behaviour of consumers connected with their choice of foods. The authors made an attempt of answering the question, to what extent do the level of knowledge and the declared eco-friendly attitudes have an impact on specific purchasing decisions. In the empirical observations, the conceptual model of the effects of the environment (knowledge, attitude, behaviour) on the customers' ecological awareness was used. The analysis conducted on the basis of this model indicated that stimulating the demand for ecological products is implemented mainly by the processes of raising awareness, which leads to expanding the consumers’ knowledge concerning ecological farming and eco-friendly foods. In such a way the consumer awareness is built, especially by educational campaigns and promoting/endorsing the ecological foods targeted at young consumers.
Only what is measured can be managed properly. And the measurement process should serve a continuous improvement of companies and whole supply chains. Data from the performance measurement system should cause an increase of cooperation and help in taking right decisions about changes at the operational level, and on the other hand, are an important information when redefining strategies. This will allow for the development of the supply chain based on knowledge, in which the scope of cooperation is literally unlimited (including green aspects). There are two basic approaches to measuring the performance of supply chains: a comprehensive measurement that measures the results of the entire chain (which can be divided into individual tiers and levels) and partial measurement when we measure only certain aspects. Often, in practice, only measurement of separately operating companies is practiced by companies, not throughout chains. And the problem is even more evident when it comes to measuring performance of green activities in integrated supply chains. The paper presents the possibilities of evaluation of GSCM performance. The major challenges and obstacles are presented and assessed.
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