Factors Determining Buying Behavior on the Organic Food Market in the Visegrad Group Countries—Using Canonical Correlation Analysis

Julia Wojciechowska-Solis (), Magdalena Śmiglak-Krajewska, Joanna Smoluk-Sikorska, Mariusz Malinowski, Paulína Krnáčová, Malgorzata Agnieszka Jarossová and Gyöngyi Györéné Kis
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Julia Wojciechowska-Solis: Faculty of Agrobioengineering, University of Life Sciences in Lublin, 20-950 Lublin, Poland
Magdalena Śmiglak-Krajewska: Faculty of Economics, Poznan University of Life Sciences, 60-637 Poznan, Poland
Joanna Smoluk-Sikorska: Faculty of Economics, Poznan University of Life Sciences, 60-637 Poznan, Poland
Mariusz Malinowski: Faculty of Economics, Poznan University of Life Sciences, 60-637 Poznan, Poland
Paulína Krnáčová: Faculty of Commerce, University of Economics in Bratislava, 852-35 Bratislava, Slovakia
Malgorzata Agnieszka Jarossová: Faculty of Commerce, University of Economics in Bratislava, 852-35 Bratislava, Slovakia
Gyöngyi Györéné Kis: Hungarian Research Institute of Organic Agriculture, 1038 Budapest, Hungary

Sustainability, 2025, vol. 17, issue 2, 1-21

Abstract: Consumers are increasingly seeking ecological, organic, minimally processed food from certified organic farms. Consumer purchasing decisions in the organic food market are determined by various factors. The main objective of the article is to identify the range and direction of multidimensional relationships between the frequency of purchasing organic food and the factors that determine purchasing decisions. For this purpose, a canonical analysis was performed. Statistical data were obtained from survey research conducted in Poland, Czechia, Slovakia, and Hungary (600 questionnaires filled in each country) from December 2023 to March 2024. Research shows that the key factor that influences purchasing decisions with respect to organic food is its high quality. In countries such as Poland, Czechia, and Slovakia, this feature received the highest percentage of indications as very important, 53%, 44%, and 54%, respectively. In the second place, respondents indicated production without agricultural chemicals and food additives (in Hungary, this factor was considered the most important, with a percentage of indications at the level of 77%). In all the countries of the Visegrad Group, the influence of famous people, celebrities, and bloggers seems to be the least important—40.7% of respondents in Slovakia considered them completely unimportant, and as many as 73% in Hungary. Fashion was similarly rated low. In the case of this factor, the percentage of indications as unimportant ranged from 31% (Slovakia) to 76% (Hungary).

Keywords: organic agriculture; organic food; motives; organic consumption; European consumers; organic markets (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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