Consumer ethnocentrism on the organic food market in Poland

Abstract

The article aims to examine the phenomenon of consumer ethnocentrism on the organic food market in Poland. A survey was addressed to Polish consumers. The sample consisted of 1000 inhabitants of Poland aged 15‒65. The sample was representative for the general population, regarding: age, sex, education and the size of the city of origin. In a logistic regression model, a serious of determinants of the national ethnocentric attitude were tested. We arrived at a model with 6 statistically significant determinants. Almost all of them are psychographic, with the notable exception of consumer age. They include: the importance of area of origin, brand and retailer trust as food characteristics, the importance of quality signs in organic food purchases, and the importance of organic product originating from the same region in which the consumer lives. These determinants increase the likelihood of the ethnocentric orientation apart from brand importance, which has the opposite effect.