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Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic

Author

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  • Julia Wojciechowska-Solis

    (Faculty of Agrobioengineering, University of Life Sciences in Lublin, Akademicka 13, 20-950 Lublin, Poland)

  • Aleksandra Kowalska

    (Institute of Economics and Finance, Maria Curie-Skłodowska University, pl. Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland)

  • Milena Bieniek

    (Institute of Management and Quality Sciences, Maria Curie-Skłodowska University, pl. Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland)

  • Monika Ratajczyk

    (Institute of Management and Quality Sciences, Maria Curie-Skłodowska University, pl. Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland)

  • Louise Manning

    (School of Agriculture, Food and the Environment, Royal Agricultural University, Stroud Road, Cirencester GL7 6JS, UK)

Abstract

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.

Suggested Citation

  • Julia Wojciechowska-Solis & Aleksandra Kowalska & Milena Bieniek & Monika Ratajczyk & Louise Manning, 2022. "Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(3), pages 1-19, January.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:3:p:1137-:d:729304
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    References listed on IDEAS

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    2. Ledy Gómez-Bayona & Alejandro Valencia-Arias & Elizabeth Emperatriz García-Salirrosas & Cinthy Catheryne Espinoza-Requejo & Gustavo Moreno-López, 2023. "Perception of Green Product Consumption in the Context of the COVID-19 Pandemic in an Emerging Economy," Sustainability, MDPI, vol. 15(11), pages 1-16, June.
    3. Eduardo Borges & Susana Campos & Mário Sérgio Teixeira & Maria Raquel Lucas & Ana Teresa Ferreira-Oliveira & Ana Sofia Rodrigues & Manuela Vaz-Velho, 2023. "How Do Companies Communicate Sustainability? A Systematic Literature Review," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    4. Kowalska Aleksandra & Budzyńska Anna & Białowąs Tomasz, 2022. "Food export restrictions during the COVID-19 pandemic: Real and potential effects on food security," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(4), pages 409-424, December.
    5. Shahnaj Akter & Shahjahan Ali & Mária Fekete-Farkas & Csaba Fogarassy & Zoltán Lakner, 2023. "Why Organic Food? Factors Influence the Organic Food Purchase Intension in an Emerging Country (Study from Northern Part of Bangladesh)," Resources, MDPI, vol. 12(1), pages 1-19, January.

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