Comparison between the united states and poland of consumers’ perceptions of organic products

Abstract

The paper aims at exploring further the potential of organic agriculture by increasing the knowledge about consumers’ perceptions of organic products. The United States (Florida) and Poland are interesting examples in which the level of organic market development varies and this allows us to test whether consumer perceptions of organic food products vary with market development. A survey was conducted amongst students at the University of Florida (United States) and at the Warsaw University of Life Sciences-SGGW (Poland). The results obtained from an online survey were analysed through econometric modelling. The model used for this study was the ordered probability model, which was used to compare the frequency of organic consumption between the United States and Polish students. The findings indicate that students from the two countries have different perceptions of organic products. The less the market is developed (such as in Poland), the more important is basic knowledge about the products. With a higher level of market development (for example in the United States), consumers already have this basic knowledge about the products, such as origin or organic label, and are more focused on their qualities, such as taste or variety. These differences should be taken into account by states when developing policies on organic agriculture and healthy eating generally, and during the formulation of marketing strategies by companies interested in the growth of the organic market.