Report on the Status of Organic Agriculture and Industry in Poland

Report on the Status of Organic Agriculture and Industry in Polan

Sustainable healthy eating behaviour of young adults: towards a novel methodological approach

Background: Food, nutrition and health policy makers are poised with two pertinent issues more than any other: obesity and climate change. Consumer research has focused primarily on specific areas of sustainable food, such as organic food, local or traditional food, meat substitution and/or reduction. More holistic view of sustainable healthy eating behaviour has received less attention, albeit that more research is emerging in this area. Methods/design: This study protocol that aims to investigate young consumers’ attitudes and behaviour towards sustainable and healthy eating by applying a multidisciplinary approach, taking into account economical, marketing, public health and environmental related issues. In order to achieve this goal, consumers’ reactions on interactive tailored informational messages about sustainable from social, environmental and economical point of view, as well as healthy eating behaviour in a group of young adults will be investigated using randomized controlled trial. To undertake the objective, the empirical research is divided into three studies: 1) Qualitative longitudinal research to explore openness to adopting sustainable healthy eating behaviour; 2) Qualitative research with the objective to develop a sustainable healthy eating behaviour index; and 3) Randomised controlled trial to describe consumers’ reactions on interactive tailored messages about sustainable healthy eating in young consumers. Discussion: To our knowledge, this is the first randomised controlled trial to test the young adults reactions to interactive tailor made messages on sustainable healthy eating using mobile smartphone app. Mobile applications designed to deliver intervention offer new possibilities to influence young adults behaviour in relation to diet and sustainability. Therefore, the study will provide valuable insights into drivers of change towards more environmentally sustainable and healthy eating behaviours

CONCERN FOR THE ENVIRONMENT AND ITS IMPLICATIONS FOR THE CONSUMER BEHAVIOUR IN THE SPHERE OF FOOD AND NUTRITION

Care for the environment is driving global developments in the fi eld of food and nutrition, which apply equally to consumption, production and distribution of food. To get insights into changes in consumer behaviour towards food implied by the concern for the environment, quantitative research was carried out on a representative sample of 1000 Polish consumers. The questionnaire contained, among others, variables describing various dimensions of food related lifestyle and willingness to pro-environmental changes in the sphere of food consumption. The data obtained was analysed using cluster analysis and dividing consumers into four segments with different inclinations to engage in behaviour in line with the concept of sustainable consumption. Concern for the environment was most strongly emphasized in the segment of “modern” consumers. Consumers representing this segment were distinguished by attention to environmental issues and at the same time they were willing to pay more for food products with outstanding quality attributes. They attached great importance to the brand when making food purchasing decision. Moreover, they declared more often to buy organic food, and at the same time refrain from ready meals and pre-prepared meal components. The slightest concern for the environment was observed in the segment of “uninvolved” taste-oriented consumers who are interested in new products but less in issues related to food and nutrition. The results of the research highlight the relationship between lifestyle, food choices, and concern for the environment, which can be used in the creation of marketing communication strategy to stimulate sustainable consumption

Sensory Profile, Consumers’ Perception and Liking of Wheat–Rye Bread Fortified with Dietary Fibre

Evidence of global dietary fibre (DF) deficits provides impetus for research to develop new food products and reformulate commonly consumed foods to enable the transition to more healthy diets. The main aim of the study was to evaluate the sensory properties and consumers’ perception, liking, and willingness to buy wheat–rye bread fortified with DF. The study combined expert sensory profiling with consumers evaluation of DF fortified bread in blind and informed conditions. A sensory-trained panel evaluated six samples of bread with flour replaced by 0%, 4%, 8%, 12%, 16%, and 20% with oat DF using 29 pre-identified attributes. A consumer panel (n = 300) evaluated bread samples in blind condition for liking and perception of healthiness, naturalness, and attractiveness and willingness to buy (WTB). Consumers were also asked to indicate the maximum price they were willing to pay for a standard bread of 700 g. In the informed condition, consumers evaluated the 0%, 8%, 12% oat DF samples labelled with either nutritional or health related claims using the same attributes as in blind condition including visual liking. The results of profiling revealed that replacement of flour with oat DF influenced intensity of several attributes related to different modalities. Results of the consumer studies showed that replacement of flour up to 20% with oat DF did not adversely affect consumers’ acceptance and willingness to buy wheat–rye breads. The mean values for bread samples labelled with information related to positive health outcomes of DF consumption were not significantly different from those with nutritional claims only. Combining sensory profiling with consumers acceptance studies gives valuable insights for consumer led new product development. The fortification of staple foods like bread with dietary fibre seems like a promising avenue, but other sources of fibre should also be considered in bread fortification to enhance health-related properties and prevent food waste

Troska o środowisko i jej implikacje dla zachowań konsumentów w sferze żywności i żywienia.

Care for the environment is driving global developments in the fi eld of food and nutrition, which apply equally to consumption, production and distribution of food. To get insights into changes in consumer behaviour towards food implied by the concern for the environment, quantitative research was carried out on a representative sample of 1000 Polish consumers. The questionnaire contained, among others, variables describing various dimensions of food related lifestyle and willingness to pro-environmental changes in the sphere of food consumption. The data obtained was analysed using cluster analysis and dividing consumers into four segments with different inclinations to engage in behaviour in line with the concept of sustainable consumption. Concern for the environment was most strongly emphasized in the segment of “modern” consumers. Consumers representing this segment were distinguished by attention to environmental issues and at the same time they were willing to pay more for food products with outstanding quality attributes. They attached great importance to the brand when making food purchasing decision. Moreover, they declared more often to buy organic food, and at the same time refrain from ready meals and pre-prepared meal components. The slightest concern for the environment was observed in the segment of “uninvolved” taste-oriented consumers who are interested in new products but less in issues related to food and nutrition. The results of the research highlight the relationship between lifestyle, food choices, and concern for the environment, which can be used in the creation of marketing communication strategy to stimulate sustainable consumption

Факторы, дифференцирующие склонность к одобрению новых продуктов питания

W celu określenia czynników różnicujących skłonność do zaakceptowania nowych produktów żywnościowych przeprowadzono badanie metodą ilościową z reprezentatywną próbą 933 konsumentów odpowiedzialnych za dokonywanie zakupów żywności. Uzyskane wyniki badań wskazują, że 6,2% respondentów zaliczyć można do grupy innowatorów wyróżniających się pod względem szybkości akceptacji innowacji w żywności. Należą oni do osób w wieku od 20. do 29. roku życia, o dobrej sytuacji dochodowej i najczęściej zamieszkują miasta od 100 do 500 tys. mieszkańców. W wyniku przeprowadzonej analizy skupień wyodrębniono 5 segmentów konsumentów, wśród których największą skłonność do zaakceptowania nowych produktów żywnościowych przejawiali konsumenci z segmentu „Ekologiczni”, w którym wysoki był udział osób przejawiających inklinacje prośrodowiskowe w sferze konsumpcji żywności, ceniących „naturalność”, ale jednocześnie poszukujących żywności o wysokich walorach smakowych, wyróżniającej się korzystną relacją ceny do jakości.In order to determine the factors differentiating the propensity to accept new food products a survey was conducted with a representative sample of 933 consumers responsible for purchasing food. The research results show that 6.2% of respondents comprise the group of innovators in terms of time needed to accept new food products. They belong to people aged from 20 to 29 years, with good income situation and mostly living in the cities from 100 to 500 thousand residents. As a result of the cluster analysis a 5-segment solution emerged, among which the most willing to accept new food products were consumers representing the segment of ‘Ecological’, in which a high share of consumers demonstrating pro-environmental preferences in the food consumption domain, those valuing the ‘naturalness’, looking for food with favourable price-performance ratio, and sensory properties were recorded.Для определения факторов, дифференцирующих склонность к одобрению новых продуктов питания, провели изучение количественным методом на представительной выборке 933 потребителей, ответственных за покупки продуктов питания. Полученные результаты изучения показывают, что 6,2% респондентов можно отнести к группе инноваторов, выделяющихся по быстроте одобрения новинок в питании. Это лица в возрасте от 20 до 29 лет, с хорошей доходной ситуацией; чаще всего они проживают в городах от 100 до 500 тыс. жителей. В результате проведенного анализа кластеров выделили 5 сегментов потребителей, среди которых самую большую склонность к одобрению новых продуктов питания проявляли потребители из сегмента «экологические», в котором была высокая доля лиц, проявляющих склонность к заботе об окружающей среде в сфере потребления, которые ценят «естественность», но заодно ищут продукты с высокими вкусовыми качествами, выделяющимися выгодным соотношением цены и качества

Free Range, Organic? Polish Consumers Preferences Regarding Information on Farming System and Nutritional Enhancement of Eggs: A Discrete Choice Based Experiment

The main purpose of this study was to determine the structure of consumer preferences regarding information on farming system and nutritional enhancement of eggs to verify if consumers are willing to accept products combing sustainability and nutrition related claims. The data was collected within a CAPI (Computer Assisted Personal Interviews) survey on a representative sample of 935 consumers responsible for food shopping. A discrete choice-based conjoint method was selected in eliciting consumer preferences among different product profiles with varying levels of attributes. A hierarchical cluster analysis was used to identify four distinct clusters that differed significantly in terms of importance attached to production system attributes and socio-demographic profiles. The results of the experiment showed that price and farming system had the most significant mean relative importance in shaping consumers’ preferences, while other attributes such as nutrition and health claims, egg size, package size and hen breed were far less important. Free range eggs had the highest relative importance for consumers despite the fact that organic egg production systems are governed by much stricter animal welfare standards. Our segmentation revealed that two of our four clusters may be more easily reached by information on animal welfare related attributes in egg production than the others. The results of our study provide the policy makers and marketing practitioners with insights applicable for communication and pricing strategies for eggs with sustainability claims

Sensory Profile, Consumers’ Perception and Liking of Wheat–Rye Bread Fortified with Dietary Fibre

Evidence of global dietary fibre (DF) deficits provides impetus for research to develop new food products and reformulate commonly consumed foods to enable the transition to more healthy diets. The main aim of the study was to evaluate the sensory properties and consumers’ perception, liking, and willingness to buy wheat–rye bread fortified with DF. The study combined expert sensory profiling with consumers evaluation of DF fortified bread in blind and informed conditions. A sensory-trained panel evaluated six samples of bread with flour replaced by 0%, 4%, 8%, 12%, 16%, and 20% with oat DF using 29 pre-identified attributes. A consumer panel (n = 300) evaluated bread samples in blind condition for liking and perception of healthiness, naturalness, and attractiveness and willingness to buy (WTB). Consumers were also asked to indicate the maximum price they were willing to pay for a standard bread of 700 g. In the informed condition, consumers evaluated the 0%, 8%, 12% oat DF samples labelled with either nutritional or health related claims using the same attributes as in blind condition including visual liking. The results of profiling revealed that replacement of flour with oat DF influenced intensity of several attributes related to different modalities. Results of the consumer studies showed that replacement of flour up to 20% with oat DF did not adversely affect consumers’ acceptance and willingness to buy wheat–rye breads. The mean values for bread samples labelled with information related to positive health outcomes of DF consumption were not significantly different from those with nutritional claims only. Combining sensory profiling with consumers acceptance studies gives valuable insights for consumer led new product development. The fortification of staple foods like bread with dietary fibre seems like a promising avenue, but other sources of fibre should also be considered in bread fortification to enhance health-related properties and prevent food waste

CONJOINT ANALYSIS AS A STATISTICAL TOOL FOR STUDYING CONSUMER BEHAVIOUR. CHARACTERISTICS, TYPES AND EXAMPLES OF USE

Conjoint analysis is a statistical method popular in marketing research. It allows to analyze the combined effect of many product attributes in order to look into consumer's willingness to purchase. An important advantage of this method is the ability to examine respondents' preferences without usage of the questionnaire with declarative answers. The article presents the most important types of conjoint analysis, their characteristics and examples of application. It also looks for new development paths for conjoint analysis and consumer sciences

ECOLOGIZATION OF CONSUMPTION SYMPTOMS IN CONSUMER BEHAVIOUR ON THE FOOD MARKET OF ANIMAL ORIGIN

 This paper attempts to identify the perception of the quality of food of animal origin by Polish consumers and their opinion on higher quality with particular emphasis on the chosen methods of production and processing referring to the protection of the environment and animal welfare. In 2013 a quantitative study of the project: “BIOFOOD – innovative, functional products of animal origin” was conducted. Analysis of the results can be noted that the surveyed respondents declared a relatively high level of compliance with the statement that the high quality food of animal origin is produced in an environmentally friendly manner, taking into account the rights of farm animals and using the organic production. At the same time there was a relatively high level of acceptance in relation to the method for increasing the quality of food of animal origin ie. the use of production, including animal husbandry that respects the rights of farm animal