ALTRUISTIC CONSUMER BEHAVIOR IN THE CONTEXT OF THE PRO-ENVIRONMENTAL VALUES OF ORGANIC FOOD

Organic food enjoys considerable popularity among consumers, with its selection primarily driven by health considerations and awareness of its environmental impact. The main objective of this study was to identify consumer activities related to organic food that contribute to reducing the exploitation of environmental resources and to assess consumer awareness of the pro-environmental attributes of such food. Additionally, the study examined the significance of these attributes as key motives for the market behavior of the surveyed consumers. The research was conducted in 2022 and included households from various regions of Poland. The study utilized an interview method with a structured questionnaire, analyzing a total of 1,020 interviews with organic food consumers. The results indicate that environmental awareness among the public is increasing, leading to concrete actions aimed at environmental protection. Health remains the primary motivator for choosing organic food. However, highlighting the ethical and environmental benefits of organic food consumption is crucial for further enhancing public environmental awareness. Although consumers recognize the health benefits of organic food, they are less aware of its role in soil conservation, reduced fertilizer use, and pollution reduction. Therefore, these aspects should be emphasized in campaigns promoting organic products, for example, through certification initiatives or improved product labeling.