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The organic food market is growing rapidly. More and more consumers are be-
coming 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 pur-
chase of products. The material used for the analysis comes from a survey of young
consumers on their purchasing behaviour in the organic food market. The 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 units. On 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.
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