Determinants of Young Polish Consumers’ Food Product Purchases

Abstract

This article investigates the factors influencing food product purchases by young Polish consumers aged 18–25 – a group important for the development of the economy. In the process of deciding to purchase specific food products, consumers pay attention to various economic and non-economic factors, including marketing. We carried out survey in October/November 2020 using the CAWI method (Google Forms) to test the importance of 17 factors on young Polish consumers’ food purchases, applying factor analysis and cluster analysis to the resulting data. The results reveal that price and product expiration date are young Polish consumers’ primary concerns when purchasing food products. The study also found that environmental sustainability attributes, although less critical than price or product quality, are increasingly influencing young Polish consumers' purchasing decisions.

Keywords

• food purchases
• young consumers
• consumer behaviour
• packaging
• żywność
• zakupy żywności
• konsument żywności
• opakowanie
• młody konsument
• d12
• d18