Consumer Risk in the Purchasing Process in the Organic Food Market

Risk is an inherent part of our lives and every action we take. It accompanies us in various areas of our lives. Each of us encounters risk in everyday life by undertaking and performing specific activities or actions. Risk is not always perceived by us; there are situations when we do not notice it in our actions. The main objective of this article is to identify and assess the factors influencing the level of risk in consumer purchasing decisions in the organic products market. Additionally, it aims to indicate the desired directions of actions taken by producers and suppliers of organic food to reduce the risk associated with the purchasing process perceived by consumers. The research process took into account existing scientific achievements and the survey method, chosen due to the subject and nature of the research. The survey was addressed to consumers from the Lubuskie Voivodeship and was anonymous. The conducted research shows that the greatest risk perceived by consumers is in the case of online purchases, and the way to reduce this risk is through buyer loyalty to the place of purchase. The empirical research also provides grounds to assume that there is a relationship between individual types of risk. The research shows that respondents are most afraid of safety and social risk, and the least afraid of the risk of losing too much time. Consumers who want to reduce the risk use their own experiences or positive opinions about the product. The results provide valuable information for producers and suppliers of organic food who want to build lasting relationships with consumers based on trust and loyalty. The higher the trust, the greater the customer loyalty, and the lower the perceived risk.