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Being a product consumer during the COVID-19 pandemic: profile of the Polish consumer in the organic dairy market

Julia Wojciechowska-Solis (University of Life Sciences in Lublin, Lublin, Poland)
Magdalena Śmiglak-Krajewska (Poznan University of Life Sciences, Poznan, Poland)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 December 2022

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Abstract

Purpose

The purpose of this paper was to determine the profile of dairy product consumers in the organic market.

Design/methodology/approach

The study was based on a survey questionnaire developed by the author and administered to a total of 1,108 respondents. The statistical analysis (including descriptive statistics, the analysis of the discriminative function and the Chi2 test was performed with the use of Statistica 13.1 PL. The respondents’ gender was the factor behind the differences in how they behaved.

Findings

The consumers indicated the channels they rely upon to find information on organic dairy products; in addition to trusting the opinions of their family members and experts, they also use web platforms. Further, they specified their preferred locations for buying favorite products during the pandemic: specialized organic food shops, large distribution chains and online stores.

Practical implications

These outcomes will help in identifying target consumer segments and information channels for specific information and advertising messages. They also form an important resource for developing some potential strategies which the supply chain stakeholders could implement to promote organic consumption of dairy products.

Originality/value

This study identifies consumers’ preferred dairy products; motives for purchasing organic dairy products; barriers that consumers believe exist in the market; sources of knowledge about products purchased by consumers; and consumers’ preferred channels for purchasing organic dairy products. To the best of the author’s knowledge, this is the first study of dairy product consumers in the organic market in Poland.

Keywords

Citation

Wojciechowska-Solis, J. and Śmiglak-Krajewska, M. (2022), "Being a product consumer during the COVID-19 pandemic: profile of the Polish consumer in the organic dairy market", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-04-2022-0384

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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