Practical Implications of the Millennial Generation's Consumer Behaviour in the Food Market.

Generational theory assumes that generational cohorts develop similar attitudes and beliefs. The Generation Y/Millennials group is currently one of the most important generations in the market as they have a presence in the labour market with a high income of their own, which creates higher demand for products, especially in the food market which is very sensitive to consumer decisions. The aim of this study was to show the consumer behaviour of Generation Y in the market for innovative food products and to propose marketing models created on the basis of research on a Polish sample of Millennials. The research was conducted in the period before the COVID-19 pandemic on a group of 544 selected respondents. Descriptive statistics of the SPSS program were used to process the results obtained. Among the most important of the results was identifying the decision-makers who are purchasing innovative products and the influence of third parties on their decision. In the first instance, consumers look for innovative food products in large retail chains (hypermarkets and supermarkets), however, they pay attention to both the quality of the products on offer and the price. Values such as freshness and taste also play a role in their purchasing decisions. Sources of information about innovative products in the Polish food market include culinary blogs recommending innovative products, and the opinions of dieticians and nutritionists.

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

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.

Consumption Preferences of Pulses in the Diet of Polish People: Motives and Barriers to Replace Animal Protein with Vegetable Protein.

Today, with easy access to information, people are aware of the health benefits of pulses and their significant role in sustainable consumption. Despite this, the consumption of pulses still remains low in many developed and developing countries. The authors of the study attempted to fill the gaps in knowledge about determinants that influence the consumption of pulses. The study was conducted to identify the motives and barriers which, according to a consumer, influence the level of consumption of pulses. An attempt was made to determine to what extent a consumer is influenced by culinary trends (using the multiple linear regression equation). The survey was conducted on a sample of 1067 Polish respondents. The sample was representative and selected to reflect the social demographic distribution of the respondents. In the research, descriptive statistics were used, as well as a t-test, linear regression statistics, and discriminant function analysis. Pulses are more often considered by women to be healthy and nutritious products as well as a good alternative to meat products. The price of pulses products is very important. Men also consider those qualities to be encouraging to consume pulses, but to a lesser extent than women. The lack of knowledge and skills to prepare tasty meals from pulses is one of the most important barriers which, both in the case of women and men, prevents consumers from eating pulses more often. Identified types of diets of the respondents in the research sample showed differences in the regularity of consumption of different selected pulse products. The obtained results indicated that Polish consumers are influenced by other cuisines of the world in their preferences. The most influential cuisines were the Middle Eastern and Mediterranean, with a variety of dishes that are prepared based on pulse products. It should be emphasized that to increase the consumption of pulses, it is necessary to continue educating society through various channels, e.g., culinary, health, information programs, or by inviting celebrities who enjoy the great trust of the society to take part in the advertisement.

Consumer Motivation to Buy Organic Food Depends on Lifestyle.

The aim of the paper was to determine the relationship between the physical activity undertaken by Polish consumers and their attitude towards organic food. The motives for the selection of organic food, the barriers that consumers face when buying it, and the requirements set by consumers were determined. The research was carried out by means of a diagnostic survey using the author's questionnaire and the International Physical Activity Questionnaire (IPAQ). In total, 3436 respondents from all over Poland were examined using the selected research sample. Statistica 13.1 PL was used for statistical analyses. The results of the research indicate that the main reasons for the selection of organic food, especially among physically active respondents, were the perceived lack of harmful substances and that it is healthy in itself. The study showed that physically active respondents preferred to purchase, to a greater extent, less processed food produced in a natural way and on organic farms. The main reason for purchasing organic food in physically inactive respondents was due to its taste values. The originality of the paper stems from demonstrating differences and similarities in the motives for buying organic food expressed by physically active consumers and those preferring passive lifestyles.

Consumer Awareness of the Regional Food Market: The Case of Eastern European Border Regions.

The aim of this paper is to determine the awareness measures of consumers from Eastern Poland and Western Ukraine towards regional food products, including consumer knowledge on regional products available in the media and their availability on the food market. The effort was made to compare consumers' opinions on the reasons for purchasing regional food and ways of distinguishing it from conventional products, as well as on the availability of regional products. Consumer awareness-that is, making informed choices based on the knowledge we have-is a measure of attitudes and cognition, and sometimes can be directed towards the brand, which is the product's regional designation. Therefore, it is necessary to comment that attitudes towards regionality can generate a behavioral intent. A diagnostic survey with an author's questionnaire was used in the study, which helped to survey 1128 respondents from Eastern Poland-that is, from the Podlaskie, Lublin, and Subcarpathia regions-and 1072 from Western Ukraine, including the Volyn, Lviv, and Transcarpathia regions. Discriminant function analysis was used in statistical analysis. Both residents of Eastern Poland and Western Ukraine obtained information on regional food products from their friends or family and from television (TV), internet, and regional fairs. Consumers from both countries pointed at too many possibilities of purchasing regional products; at the same time, they paid attention to a limited number of points of sale. TV and Internet have a great promotional potential to educate young consumers focused on the purchase of regional food products.