THE IMPACT OF SOCIO-DEMOGRAPHIC FACTORS ON CONSUMER ATTITUDES AND BEHAVIORS TOWARDS FOOD CONSUMPTION – THE CASE OF POLAND

Purpose: The aim of the article was to define the attitudes and behavior of Polish consumers towards food depending on gender, age, place of residence, income and level of education of the respondents. Design/methodology/approach: The study used a quantitative approach based on data from an online survey conducted in 2023 with 631 Polish respondents. The survey included 17 variables measured on a five-point scale describing consumers' attitudes and behaviors towards food. Descriptive statistics and exploratory factor analysis were used to identify the key components that define consumer attitudes and behaviors towards food. Findings: The results of the study indicate that Polish consumers generally have a positive attitude towards experimenting with food; however, this openness to innovation is rather moderate. Respondents are not indifferent to the quality and origin of food and have a positive attitude towards minimally processed food. The analysis of the results based on metric criteria revealed the presence of many statistically significant differences. Polish women consume food more consciously than men and make more conscious food choices. They are more interested in the quality and origin of food. The younger generation of Poles is more open to new foods. At the same time, older consumers generally pay more attention to a healthy diet than the other generation of consumers. Poles with a higher annual income and Poles with a higher level of education are more willing to buy unprocessed food. Research limitations/implications: The research was conducted with Polish consumers only. Due to cultural differences, future research could be conducted with a cross-cultural sample. Originality/value: The study fills a research gap in the field of research on the determinants of Polish consumers' behavior towards food and may provide a starting point for further in-depth studies.