ORGANIC FOOD IN THE COMMERCIAL OFFER AND CONSUMER PREFERENCES WHILE PURCHASING IT

Abstract

Consumers are increasingly more interested in the issues associated with high-quality food (organic food); consequently, the number of organic farms and commercial establishments which off er organic products with quality certifi cates is growing. Podkarpackie voivodeship, thanks to certain advantages, is a favorable place for the development of organic farming. For the needs of this research, a survey was conducted in spring 2015 among 137 inhabitants of Rzeszów and the surrounding areas who declared to be consumers of organic food. An analysis of the results provides the conclusion that organic products are very positively evaluated by the respondents, since in their opinion they have a great impact on their health, which is the main reason for purchasing them. Sales and consumption growth of organic foods can be achieved by intensive advertising using the latest methods and techniques, as well as by educating society. These activities should be particularly targeted at the inhabitants of mediumsized towns, and a convincing argument should be made to draw attention to the ingredients in organic food.

Keywords

• organic agriculture
• organic food
• consumer
• preferences