Consumer Risk In The Purchasing Process On The Organic Food Market

Author : Mariola Michalowska, Piotr Kulyk, Leonard Pietrow

Abstract :Risk is inherent in consumption behavior and is often difficult to clearly identify and measure. Risk has accompanied man since the dawn of time, not only in the process of meeting needs, but also in other aspects of everyday life. The main objective of this article is to identify and assess factors influencing the level of risk in consumers' purchasing decisions in the organic products market. In addition, indication of the desired directions of actions taken by producers and suppliers of organic food to reduce the risk associated with the purchasing process perceived by consumers. In the research procedure, the authors took into account the literature analysis and survey research conducted among consumers from the Lubuskie Voivodeship. Research shows that risk determines consumer purchasing behavior, which is even greater when they purchase a product for the first time. Risk perception is also influenced by information about the product. Consumers who want to reduce risk use their experiences or positive opinions about the product. Lack of knowledge and experience causes them to limit their purchases.

Keywords :risk, determinants, ecological products, Lubusz Voivodeship.

Conference Name :International Conference on Ecological Economics and Research (ICEEAR - 24)

Conference Place Budapest, Hungary

Conference Date 5th Sep 2024