Comparative analysis of the purchasing behaviour of young consumers in Poland and Belarus on the organic food market

Abstract

ObjectivesThe organic food market is growing rapidly. More and more consumers are becoming aware of the impact of the food production methods used on health and the environment, which translates into a dynamically growing interest in organic products. The main aim of this publication is to present, analyse and evaluate the behaviour of buyers in the organic market during the process of selection and purchase of products.Material and methodsThe research was conducted on a group of 566 respondents, including 330 young buyers coming from Poland and 236 from Belarus. A purposive selection method was used in the research. The research was comparative and enabled the identification and analysis of differences in the market behaviour of individual groups of buyers coming from Poland and Belarus. The buyers' behaviours were studied and analysed in relation to the decision-making process concerning the purchase of organic products, taking into account: product selection criteria and the place and frequency of purchase in different types of retail unitsResultsOn the basis of the research and analysis carried out, it can be observed that there are differences in the purchasing behaviour of buyers from Poland and Belarus. These are due, among other things, to differences in consumer awareness and perception of the benefits of consuming organic products. Factors related to the availability of organic food in organisational as well as economic terms are also important.ConclusionsThe obtained results and analyzes may contribute to understanding consumer behavior on the organic food market and be used for further in-depth research or help shape market strategies by sellers.