Consumer Behaviour at the Local Food Market

Inglés. Consumer behaviour at the food market is determined by several factors which can be classified as external and internal. Literature review points out that the most important factors are economic components, however economic, social and environmental circumstances cause the emergence of new factors affecting consumers’ decisions. The following can be listed among them: consumer ecological awareness, ethical food production, production in line with traditional methods, paying special attention to the quality of food processing, place and manner of food production, place of purchasing food or distribution channels. The paper presents the results of the surveys carried out in 2018 among 371 residents of the Małopolska Province, the aim of which was to determine the attitudes and behaviours of consumers at the food market with special regard to local products.Based on the conducted studies it has been determined that about 1/3 of surveyed respondents prefer buying food on local markets. A third of the contents found in the food products baskets come from local producers. The respondents were also surveyed in terms of reading labels on food products, and it was found that while percentage of such responses is quite high among women (63%), it is very low among men (18%). Four out of five respondents always or sometimes check the price of theproducts before purchasing them, thus this factor strongly impacts their decisions.The interest of consumers in local food and ability of local producers to meet this demand in the near future will build opportunities to strengthen as well as expand small farms and small food businesses.

Inglés. Consumption, local production, consumer behaviour

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