Obstacles to the development of the organic food market in Poland and the possible directions of growth

摘要

The general purpose of the work was to assess the development of the organic food market in Poland and to indicate the reasons for the limited development of this market from the marketing point of view. To carry out the research, a survey has been conducted on a sample of consumers to check the attitude of Polish consumers to organic food and to the marketing elements associated with this food. Consumers’ knowledge about this food in Poland and shopping habits have also been examined. The reasons for the limited development of this market in Poland have also been diagnosed. The survey conducted on a sample of consumers shows that almost all the people (94%) have heard about organic food but the reason for the lack of interest in organic food by the consumer is ignorance about its labeling (20%) and high prices (48%). The research has been made on 1159 customers from Silesian Voivodeship. In selection, the snowball method has been used as a selection method, then the statistical analyze has been made with using Excel.