Organic food fraud recognition among Polish consumers: a demographic study

Purpose The aim of the article is to assess the relationship between Polish consumers’ ability to identify organic food fraud and their demographic characteristics (gender, age, education and professional status), and to determine the most common forms of fraud. Design/methodology/approach Data were collected through a nationwide survey (n = 600 adults) using a structured questionnaire. Relationships were tested using the Pearson χ² test and Cramer’s V coefficient. Findings The analysis showed that contact with organic food fraud was reported by 54% of men and 40% of women, and was most often noticed by individuals aged 65 years or older (70%) and retirees (69%). Statistically significant relationships were found mainly for age and professional status in recognising composition inconsistency (V = 0.27–0.32) and misleading label (V = 0.25–0.26). Counterfeiting most frequently concerned fruits (20%), cold cuts (19.8%) and vegetables (17.5%). Research limitations/implications The obtained results are limited to one country. They can serve as a comparative basis for addressing the problem of organic food counterfeiting in countries at a similar level of development, such as those in Central and Eastern Europe. The presented sample does not accurately reflect the entire population, as it does not encompass all socio-demographic characteristics; however, it can serve as a baseline for future research. Practical implications The results underline the need for educational campaigns for high-risk groups and stricter requirements for transparent labelling. Originality/value This study defines a consumer profile that is more aware and careful when purchasing organic food products that are more expensive and more often counterfeited. To the best of the author’s knowledge, this is the first study of organic consumers in Poland to identify food fraud.