Identification of leading consumer trends on the food market
2019
Lemanowicz, M., Warsaw Univ. of Life Sciences (Poland). Faculty of Economic Sciences | Szwacka-Mokrzycka, J., Warsaw Univ. of Life Sciences (Poland)
The article identifies and characterizes selected consumer trends that occur on the food market. These are, inter alia, consumerism, greening of consumption, smart shopping, presumption, etc. These trends can occur in parallel, and some of them like consumerism and greening of consumption are counterposed to each other. The review of domestic and foreign literature related to the subject of the considerations has been carried out. The empirical part of the article contains the results of research conducted among 244 respondents on the knowledge of selected trends and participation in them. Not all trends are well known to respondents, although they often undertake activities in their field. Participation of respondents in prosumer activities consisting in cocreating the offer of the company, addressed at consumers is surprisingly low.
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