Słowa kluczowe
purchase motives
supporting the local economy
reflexive localism
Jak cytować
Abstrakt
Celem pracy jest ocena znaczenia zakupów żywności ekologicznej przez konsumentów w Polsce – motywowanych wspieraniem lokalnej gospodarki – na tle innych czynników kształtujących zachowania konsumentów. Materiał empiryczny stanowią wyniki badań ankietowych wśród 850 konsumentów żywności ekologicznej w Polsce. Analizę materiału empirycznego przeprowadzono z wykorzystaniem testu niezależności chi-kwadrat Pearsona i testu nieparametrycznego U-Manna-Whitneya. Z badań wynika, że dla dużej grupy konsumentów żywności ekologicznej wspieranie lokalnej gospodarki okazuje się ważnym motywem jej zakupu. Jedynym czynnikiem znacząco różnicującym obie grupy konsumentów (motywowani bądź nie wspieraniem lokalnej gospodarki), był poziom dochodów rodziny. Badania pozwoliły stwierdzić, że wśród konsumentów motywowanych wspieraniem lokalnej gospodarki dominują postawy określane jako reflexive localism (motyw wspierania lokalnej gospodarki powiązany z dbałością o środowisko przyrodnicze). Niezależnie jednak od tego jak ważne znaczenie w podejmowaniu decyzji o zakupie żywności ekologicznej miały oba z wymienionych motywów, najważniejszym motywem pozostawała troska o zdrowie, natomiast marginalne oddziaływanie miały moda i opinie znajomych.
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