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Article

“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom

1
Institute of Economics and Finance, Maria Curie-Skłodowska University, pl. Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland
2
Institute of Management and Quality Sciences, Maria Curie-Skłodowska University, pl. Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland
3
School of Agriculture, Food and the Environment, Royal Agricultural University, Stroud Road, Cirencester GL7 6JS, UK
*
Author to whom correspondence should be addressed.
Academic Editor: Rosa Maria Fanelli
Sustainability 2021, 13(23), 13022; https://doi.org/10.3390/su132313022
Received: 22 October 2021 / Revised: 22 November 2021 / Accepted: 22 November 2021 / Published: 24 November 2021
(This article belongs to the Special Issue Agricultural Economics and Sustainable Food Consumption)
Globally, the organic food market is the most successful green market. Young consumers, the decision-makers of the future, are perceived as being more environmentally concerned than older cohorts. The aim of this study was to consider young consumers’ attitudes and behaviours concerning organic food, where the organic food market in the UK is more mature than in Poland. Empirical research was conducted using a web-based survey questionnaire (CAWI) with consumers (n = 973) in both countries. The associations between four constructs (general pro-social attitudes, green consumption values, receptivity to green communication, and buying behaviour) were considered using CB-SEM. We extended the model with two new constructs to explain young consumers’ purchases of organic food. UK respondents are significantly more conscious green consumers with higher environmental attitude intensity than Polish residents. Intensity of pro-environmental attitude components influences directly and indirectly the choice of organic food. People with a higher intensity of pro-environmental attitudes are significantly more likely to choose organic food. Perception of organic food influences purchases only in Poland. The components of pro-environmental attitudes and perception of organic food alone do not explain the variability in behaviour, despite a good fit of the model. This suggests that other independent variables may be of influence. View Full-Text
Keywords: young consumers; pro-environmental attitudes; sustainable consumption; organic food; antecedents of green consumption young consumers; pro-environmental attitudes; sustainable consumption; organic food; antecedents of green consumption
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MDPI and ACS Style

Kowalska, A.; Ratajczyk, M.; Manning, L.; Bieniek, M.; Mącik, R. “Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom. Sustainability 2021, 13, 13022. https://doi.org/10.3390/su132313022

AMA Style

Kowalska A, Ratajczyk M, Manning L, Bieniek M, Mącik R. “Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom. Sustainability. 2021; 13(23):13022. https://doi.org/10.3390/su132313022

Chicago/Turabian Style

Kowalska, Aleksandra, Monika Ratajczyk, Louise Manning, Milena Bieniek, and Radosław Mącik. 2021. "“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom" Sustainability 13, no. 23: 13022. https://doi.org/10.3390/su132313022

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