Determinants of natural food choice – studies among Pomeranian consumers

Purpose: The purpose of the study was to identify variables influencing consumer interest in natural foods among a selected group of Pomeranian consumers. Design/methodology/approach: The research instrument was a survey questionnaire administered through the CAWI method using Google forms. The survey was conducted in a group of 403 respondents in Pomerania, northern Poland. The research tool used covered the following topics: attitudes towards natural food, attitudes towards health and nutrition, and lifestyle elements. Spearman's rank correlation analysis was applied, and a multinomial ordered logit model was constructed, in which the dependent variable was the variable exploring attitudes towards health and nutrition. Findings: An extended statistical analysis of the empirical data, with the construction of a multivariate logit model, showed that only a change in the attitudes of Pomeranian consumers towards health from negative and ambivalent to positive, would lead to a change in their eating behaviour by increasing the purchase and consumption of natural foods. It is interesting to note that Pomeranian consumers who value the convenience and speed of meal preparation want to make conscious, rational (beneficial to their health) food choices. Research limitations/implications: The research has certain limitations. Despite the large size of the study group, the results obtained are not representative and cannot be generalised to the population of adult consumers in Poland. Practical implications: An analysis of respondents' attitudes towards health issues and consumption of natural foods showed that gender and lifestyle have a differential impact on consumers' attitudes towards health and willingness to purchase natural foods (in Northern Poland). Social implications: Extended statistical analysis of empirical data by building a multivariate logit model showed that only a change in the attitudes of Pomeranian consumers towards health from negative and ambivalent to positive would lead to a change in their eating behaviour by increasing the purchase and consumption of natural foods. Originality/value: The presented modelling approach extends the knowledge of the determinants of natural food consumption. Keywords: natural food, health concern, sustainable behaviour, consumers, Northern Poland. Category of the paper: Research paper.