Opinions, knowledge and attitudes of Generation Z consumers towards organic food in Poland: a student case study

Generation Z tends to be more environmentally conscious than previous generations. This cohort represents a growing group of consumers who are likely to significantly influence markets and consumption trends in the coming years. Research into their attitudes toward organic food can offer valuable insights for companies aiming to align their offerings with growing expectations related to production transparency, ingredient quality and minimizing environmental impact.

The aim of this study was to explore how students' knowledge related to their field of study, dietary choices in the family home, sociodemographic and socioeconomic factors influence Generation Z's intentions to purchase sustainable food. A CAWI survey method was used, with a proprietary questionnaire consisting of 24 questions. The research group consisted of 218 university students in Warsaw (Poland). Due to the wide variety of academic disciplines, the respondents were divided into two groups: students of food science-related fields and students of other fields.

The results of the survey indicate that people studying majors related to food science are more knowledgeable about organic food than those studying non-food fields. Students also confirmed the influence of eating habits introduced in their family home on their present knowledge about proper nutrition. The respondents are familiar with the labeling of organic food, but their awareness of certification should be increased. The main source of information about organic food is the Internet, and supermarkets are the most common place of purchase. The key factors influencing the choice of organic food are taste, smell, appearance and health considerations. The primary barrier to purchasing organic food is its high price. The willingness to spend money on purchasing organic food depends on the students’ financial situation and the type of product. An increase in demand for organic food is likely if consumer awareness grows, accompanied by acceptance of the associated costs.